Full text of "Sponsor"

NATIONAL BROADGAST1NG COMPANY, Inc.

GENERAL LIBRARY
30 ROCKEFELLER PLAZA, NEW YORK, N. Y.

Digitized by the Internet Archive

in 2013

http://archive.org/details/sponsor4849spon

NOVEMBER 1948 • 50c a copy

"New name for Spot" winners announced— p. 33
Station managers' lament— p. 25
TV Trends-p. 76
What's on the 4 Networks— p. 83

Jack Smart, "The Fat Man," lives up to his title — p. 38

mm:

The days of the covered wagon are gone,

but in the field of commercial broadcasting the

time for pioneering is now.

Someone must blaze the trail.

In Richmond that someone is the Havens and Martin group

of stations — WMBG, the NBC station;

WTVR, the NBC-TV affiliate, WCOD, the FM station.

In 1944 a full page newspaper advertisement heralded
WMBG's faith in television. The action was unparalleled
. . . the industry was amazed.

On April 15, 1948 WTVR, the south's first
television station, began commercial operation.
Today Richmond has network TV programing.

Late in 1947 WCOD, Richmond's first FM station,
was on the air.

They join company with WMBG, in service since 1926.

This is the pioneering record of these Firtt Stations of Virginia.

WMBG ^

WTVR™
WCOD-

/J//.)/ C//r///r^.) <f 4*r'jy///rW

Havens and Martin Stations, Richmond

John Blair & Company, National Representatives

vtf

TS.. .SPONSOR REPORTS. .

..SPONSOR REPORT

FRANK FOLSOM
NUMBER TWO RCA
EXECUTIVE

"WINNER TAKE ALL'
ONLY SUSTAINER
PULSE TV TOP-10

November 1948

Frank Folsom is now number 2 man at RCA, parent company of NBC.

His toughness, straight from shoulder thinking and speaking has made

him heir apparent at great radio corporation.

-SR-

Pulse TV surveys of New York and Philadelphia for September indicate
only 1 sustaining program hits top 10. CBS's "Winner Take All"
hits 7th place with 20.7 rating, far higher than most radio programs
rated on comparative basis in TV homes. First 2 programs on Septem-
ber 2-city basis are "Toast of the Town" (CBS) with 38.8 and "Texaco

Star Theater" (NBC) with 57.9.
vidual city basis (nonnetwork;

Sports rate 3 and 4, but on indi-
sports dominate September reports.

-SR-

DIFFERENT TYPE
H00PERATINGS
TO BE RELEASED
SEPARATELY

C. E. Hooper has decided not to mix U. S. Hooperatings with long-
established Program Popularity Hooperatings. Former will be issued
twice yearly and will be sold as separate package at percentage of
regular subscriber's fee for other services. Where valid, projec-
tions of program popularity Hooperatings to entire U. S. will be
given subscribers 24 times yearly at no extra cost.

-SR-

SEPTEMBER TOPS Indicative of financial health of progressive broadcast stations,
FOR WGAR AND WNBC WGAR (Cleveland) and WNBC (N. Y.) had biggest month in their his-
tories in September. It was an 18-year record for WGAR and 26-year

peak for NBC's key station.

-SR-

AD-DOLLAR GETTING Advertising's need to get more for its dollar in 1948-1949 is being
TIGHTER DAILY stressed by most sponsor representatives appearing at NAB district

meetings. Typical of ad-managers' remarks are those of Dale C.

Rogers, of Mid-Continent Petroleum Corporation, who stated in Tulsa,

"Things are tightening up and the advertising dollar must be

stretched. "

-SR-

FM SERVING Regional networks without benefit of telephone lines are being
REGIONAL NETWORKS tested throughout nation. In Oklahoma and Southwest, KOCY-FM is
IN TEST AREAS feeding 8 AM stations and FM statewide network from its 938-foot
tower in Oklahoma City. In Ohio-Indiana, WCTS (Cincinnati) and 6
Indiana FM outlets are originating programs and relaying them to
each other. It's said relays via FM can deliver better signals than
the best grade A lines now used by regular nets.

SPONSOR, VoLJ, No. 1 , November 1948. Published monthly by Sponsor Publications Inc. Publication offices: 5800 V. Marvine St.. Philadelphia 'tt. Pa. Adtcrlisina. Editor-
ial, and Circulation offices, 40 W. 52 St., New York 19. N. Y. Acceptance under the act of June 5, 193't at Philadelphia. Pennsylvania, authorized December 2. f.9-»7

NOVEMBER 1948

REPORTS. . .SPONSOR RE PORTS. .. SPONSOR Rl

CBS LEADS

IN FIRST FALL

NIELSEN RATING

Effect of summer programing on network evening program ratings is
indicated by Nielsen report (released 18 October) for week of 5-11
September. Instead of NBC's leading the parade CBS has 10 programs
in first 20

'average audience" ratings

ABC has 7, NBC _3_. NBC

CBS) ranked

HEALTH PROGRAM
TESTED BY
JOHNSON & JOHNSON

TV COST-PER-
THOUSAND IN N.
ABOUT $15.40

SELECTIVE RADIO
INCREASE PACES
ADDED COSTS AT
STATIONS

TV SETS INVADE
TAXIS, AIRLINES,
YACHTS

MORE PROGRAMS
FOR LOCAL STA-
TIONS' SPONSORS

FIRST UNDER-$30
FM SET ANNOUNCED

didn't show up in rank order until number 8. "Mr. Keen'

first and Columbia had programs ranking 3, 4, 5. ABC's programs

ranked 2, 6, 7.

-SR-

First comprehensive attempt to check effect of public service pro-
graming on business of a semimedical nature is being made in Windy
City. Starting 18 October Johnson & Johnson is sponsoring 13 weeks
of "It's Your Life" produced by Chicago Industrial Health Associa-
tion in cooperation with about 300 health and welfare agencies.

-SR-

Peter Langhoff, Young & Rubicam director of research, presented
figures at 4-A West Coast Convention indicating that in New York,
cost-per-thousand viewers at present runs around $15.40. He imple-
mented these figures by contrasting sponsor identification figures
of TV with radio's. Former were given as 70-80%, radio's contrast-
ing programs 30-40%.

-SR-

Only national selective radio business is reported to have increased
in 1948 at same ratio as broadcasting stations' increase in cost of
doing business. National Association of Broadcasters estimate indi-
cates selective radio will hit $99,000,000 in 1948 against $90,000,-
000 in 1947. Average over-all increase in broadcast advertising
(gross time sales) will be 7.4% over last year - from $357,000,000
to $383,800,000.

-SR-

TV receivers are being installed on planes (Capital), in taxicabs
(independents in Chicago), and on private yachts. According to
"Yachting", 1 yacht cruising up East Coast from Virginia to Maine was
virtually never outside of TV's effective service area.

-SR-

Adding to supply of top-flight transcribed programs made available
at local level by Ziv, Cowan, NBC Radio Recording, May fair, TSI .
Goodman, and MacGregor, Broadcasters Program Service will start
serving over 200 stations this month with weekly package of programs
on cooperative syndication plan. Pat O'Brien's "From Inside Holly-
wood," daily 15-minute program, will be first delivered.

-SR-

First under-$30 FM radio receiver publicly announced is Emerson's
AC-DC FM model No. 602. This is not the AM-FM set which SPONSOR
indicated several months ago would be available this fall. Latter
is still in planning stage with production difficulties not over-
come .

SPONSOR

in Central

and Western

Oklahoma

Your best b

wky * m r

AUDIENCE SIZE and composition by
quarter-hours for all programs heard
in 41 central and western Oklahoma
counties were measured early this year
in a Listener Dairy Study conducted
by Audience Surveys, Inc. Details of
this thorough-going stud) of radio
listening are available from either
\\ K^ or Katz Agency representatives.

FAR MORE LISTENERS

Morning - Afternoon - Night

• far more listeners PER DOLLAR

BEST BUY- WKY

OKLAHOMA CITY

Owned and Operated by The Oklahoma Publishing Company: Tm Daily Oklahoman Oklahoma Citi I imi - The 1 uimi h-> i oc.kmw

K \ i i k . » tum Springs KLZ, Di nver, (Affiliated Management) Ki cm sented by Thi Km/ Agency, Inc.

NOVEMBER 1948

ft. * »■

^ WN9M» X

SPONSOR REPORTS

40 WEST 52ND

ON THE HILL

MR. SPONSOR. H. M. SWARTWOOD

NEW AND RENEW

P.S.

STATION MANAGERS' LAMENT

TV COMMERCIALS' LIFE

THE CUBAN PICTURE

NEW NAME FOR SPOT

THREE WAY TIE-UP

LIVING HABITS INDEX

THE NORWICH-FAT MAN TALE

RELIGION AND RADIO

THE PROSPEROUS FARMER

SELECTIVE RADIO TRENDS

MR. SPONSOR ASKS

TV RESULTS

SIGNED AND UNSIGNED

TV TRENDS

4-NETWORK COMPARAGRAPH

CONTESTS AND OFFERS

SPONSOR SPEAKS

APPLAUSE

4
12
14

17
20
25
27
30
33
34
37
38
40
42
46
54
60
68
76
83
90
102
102

Published monthly by SPONSOR PUBLICATIONS INC. Executive,

Editorial, and Advertising Offices: 40 West 52 Street, New

York 19, N. Y. Telephone: Plaza 3-6216. Chicago Office:, 360 N.

..n Ave., Telephone Financial lfi56. Publication Offices:

!(]. Marvine Street, Philadelphia 41, Pa. Subscrip-

tates 55 a year; Canada $5.50. Single copies 50c.

Publisher: Norman It. Glenn. Secretary-
ouper Glenn. Editor: Joseph M. Koehler.
Bannister, i
Art Din D r: Lestei

.1. Blumcnthal. Ad\ ei De] irtmenl Harr t

cago Manager) Jerry GlynnJr.; (Los Angeles) Duncan A. Scott
co) Duncan A. Scott & Co.,
Mill Manager: Milton Kaye.

■ Mi. pounds i

chai ■ Pharmi

1 West 52nd

REPRINTS

* We would like written permission to re-
print the Bread and Cake story, the Milk
story, and the "Share the Cost" program
story.

Walter A. Scanlon

Radio, TV & Motion Picture Div.
Director

Quality Bakers of America Cooperative

New York

We thoroughly enjoyed the article on
Transit Radio in the September issue of
sponsor. We thought it covered the
subject so thoroughly that we want our
salesmen to carry a copy of it in their
sales manuals. Please send to my atten-
tion twelve extra copies of this issue.

We have not as yet reached the pro-
motion stage of St. Louis Transit Radio,
but we would like to consider a brochure
reprinting all or parts of the above article.
Will you grant us permission, with proper
credit? Please advise.

Foster H. Brown, Jr.
Sales Promotion Director
KXOK, St. Louis

► SPONSOR'S policy Is to permit reprinting of
its reports in most cases, but without deletions.

TV RESULTS

As chairman of the television commit-
tee of the Association of National Adver-
tisers, I am writing to ask your permission
to quote from your TV Results — Capsule
Case Histories that run frequently, at the
evening meeting of the ANA on 26 Oc-
tober which will be devoted entirely to
television.

Our general idea would be to have some-
one like Ben Grauer read these case his-
tories, giving due credit to sponsor as the
source. As you know, there will be prob-
ably 400 of the leading national adver-
tisers and more than 100 New York
agency men and publishers' representa-
tives present.

C. J. Durban

Assistant Advertising Director

I 'mted States Rubber Co., N. Y.

ON "DOMINATION"

1 read your Webber Motors article in

the October issue with more than ordin.ii v

interest. The thought processes which

persuaded Mr. Webber to dump his

Please /ion to page 6)

More
Listeners
per Dollar

...in Dollar Rich
Pittsburgh

WWSW gives you more lis-
teners dollar for dollar
than any other station in the
potent Pittsburgh market.

The formula — simple ! We
give Pittsburghers more of
what they want to hear . . .
24 hours a day.

Sports — news — music —
special events . . . are
plentifully blended into
the kind of programming
that has made WWSW a
local listening habit
through sixteen success-
ful years of broadcasting.

We'll be glad to do for YOU
the same skillful sales-getting
job we've accomplished with
this formula for a host ofspon-
sors*-- national and local.

Get more listeners-
more sales — per dollar in
this dollar rich market.
It PAYS to use . . .

PITTSBURGH'S

Major Independent

WWSW, Inc.
Sheraton Hotel, Pittsburgh, Pa.

*Ask For joe

^?¥&

During 1947, Mid- Americans spent over
of the total amount spent for drug
store items throughout the United States.
Over 188 million dollars for toothpaste,
prescriptions, r and other drug lines!

Drug stores are popular with KCMO's Mid-America
audience . . . not just in Mid-America's small town and
suburban cities — but in the area's nine major cities. Of
all cities in the United States, Kansas City ranks 8th in
drug store sales (1st in cities under 500,000).

Mid-America's listener-buyers spend heavily at drug
store counters. To reach them effectively, center your
selling on KCMO, Mid-America's most powerful
station.

.si*

50,000 WATTS DAYTIME -Non-Direction

10,000 WATTS NIGHT-810/cc

National Representative: JOHN E. PEARSON COMPANY

1 947 gross drug store receipts in 213 Mid-
America counties — data from Sales Man-
agement's 1947 Survey of Buying Power.

* r / SJrnH'/'fft/ei'i ( 0(«if/e ^_

KCMO's Mid-America

MID-AMERICA FACTS

Population: 5,435,091

Area: 21 3 counties inside measured V2 millivolt area.
Mail response from 466 counties (shaded on map)
in 6 states, plus 22 other states not tabulated.

Population Distribution: Farm, 48%; city, suburban,
and small towns, 52%.

Net Average Income: $3334 per family. *

Net Average Income Per Family in 9 Major Cities:
$5606.*

Kansas City: 8th in drug store sales in U. S. (1st in cities
under 500,000).

Drug Sales in 9 Major Cities: $92,584,000

Total Mid-America Drug Sales: $188,284,000

KCMO

and KCFM...94.9 Megacycles
KANSAS CITY, MISSOURI

Basic ABC for Mid-America

mfasktoW"*"-

ONE station • ONE set of call letters
ONE rate card • ONE spot on the dial

NOVEMBER 1948

YOU MIGHT HIT SAFELY
IH 57 CONSECUTIVE
GAMES-

-
A

BUT...

YOU NEED

WKZO-WJEF

TO REACH

FIRST BASE

IN WESTERN MICHIGAN!

.\o matter what anybody tells you, you can't knock your
programs ""over the fence" into Western Michigan, from
the outside. The "fenee." in \\ estern Miehigan, is actually
a wall of fading. Both invisible ami invincible, it keeps
outside stations from being heard with any kind of de-
pendability. And though opinions differ as to what causes
this unusual condition, the result is apparent to every-
body: our people listen to their own regional outlets rather than
to weak and fading "outside'' stations.

For proof, lake a quick look at these Hooper Report figures
(January-February, 1948). They show, for instance, that
\\ KZO in Kalamazoo has exactly four times as great a
Morning Share-of- Audienee as the next station (65.6* < vs.
16.1' , thai W.JKI"' in Grand Rapids has 6.7',' more evening
listeners than the next station.

We'd be happy to send you all the facts ... or ask Avcry-
Rnodel. Inc.

' nui'i'jt" of the New York 1 arikees did in 1'J'it.

WJEF

jfat" in KALAMAZOO fekdlt \h GRAND RAPIDS

and GREATER WESTERN MICHIGAN

(CIS)

AND KENT COUNTY

(CI I)

BOTH OWNED AND OPERATED BY
FETZER BROADCASTING COMPANY

Avery-Knodel, Inc., Exclusive National Representatives

40 West 52nd

continued from page 4

$42,000 into KOIL were strikingly similar
to those of the E. Hansen Company when
they dropped their $25,000 into WPOR.

Of course, you must realize that Mr.
Webber's Omaha is about three times as
large as Portland. A Portland auto-
motive account spending $14,000 on
WPOR would be about as big a deal as
the Webber Motors deal in Omaha.
Viewed that way, I think the Hansen pur-
chase from WPOR is an even more strik-
ing example of the technique of putting
all your eggs in one basket — but a good
basket.

The actual E. Hansen schedule is:

Western Round-up
News of the I '
High Time
Lawrence Welk
Dime Derby
Band by Demand
Sports Round-up
Sports Round-up
News of the World
News of the World

6:30- 6:55 a.m. TTSa
6:55- 7:00 a.m. MTWTFS
7:30- 7:45 a.m. MWF
8:30- 8:45 a.m. MWF
12:30-12:45 p.m. MTWTF
6:30- o:45 p.m. MTWTFS
7:05- 7:15 p.m. MTWTF
7:00- 7:15 p.m. Sat
10:55-11:00 p.m. Daily
11:55-12:00 p.m. Daily

Murray Carpenter
President, WPOR
Portland, Me.

JARO HESS

I would like to have the set of five
pictures by Jaro Hess.

My subscription to sponsor was re-
newed on 15 August. Does this entitle
me to the pictures free of charge? If not,
kindly send them to me billing me for
same.

Robert P. Kelsey
Second vp

John Hancock Mutual Life
Insurance Co., Boston

How about a set of those Jaro Hess pic-
tures in view of the fact that we just re-
cently renewed our subscription to

SPONSOR?

If you're going to make it tough and
say we have to pay for the pictures, send
them anyhow and bill me $2.50 for the
set.

Bill King, Jr.

Advertising Manager

International Shilling Company

Minneapolis

► Currenl subscribers can receive the Jaro ibss
pictures at J2.50 per Bet. Nev< subscribers re-
ceive I be set as a bonus.

WRONG CITY

Your story on WSAU in the October

issue was most welcome. However, we

would like to call your attention to the

first paragraph in which you say that

i Please turn to page 1 1 I

SPONSOR

FORTWO PENNIES

^t pp«» We talk to your customers for pennies— and they
respond with dollars, for there's real wealth in the four great
markets of the Northwest covered by the PNB stations". These
9 stations deliver your sales message to more than 372 million
people, at a combined cost of $40.37 for a daytime spot!

PACIFIC NORTHWEST BROADCASTERS

WASHINGTON seattle-king ellensburg-kxle spokane-kxly

OREGON PORTLAND-KXL

MONTANA Z NET

BUTTE-KXLF HELENA-KXLJ BOZEMAN-KXLQ
GREAT FALLS-KXLK MISSOULA-KXLL

THE WALKER CO., 551 5th AVE., NEW YORK • 360 N. MICHIGAN AVE., CHICAGO
841 National Building, Minneapolis, Minnesota • Little Building, Boston, Massachusetts
15 West Tenth Street, Kansas City, Missouri • 333 Candler Building, Atlanta, Georgia

PACIFIC NORTHWEST BROADCASTERS
6381 Hollywood Blvd., Hollywood, California • 79 Post Street, San Francisco, California

NOVEMBER 1948

^::/:

{Have these words "costs /ess" vanished front the
language? Almost .. .yet not entirely.)

Today virtually the only commodity that still costs less than
in 1939 is the American consumer himself.

Todav an advertiser by careful I v choosing his medium can buy
circulation (that is. customers) for considerably less than he
could in 1939. Nowhere, for example, has the cost of a customer
dropped more than in network radio, (see "advertising & selling," ma* 1948)

And nowhere in network radio does he cost as little as on CBS.

Today an advertiser's dollar spent on CBS delivers from 8% to
57% more listeners than on any other network. For the second
year in a row, CBS sponsored programs have again averaged
the lowest cost per thousand families in all network radio
—13% lower than the average for the other three networks.

Today "costs less" may be two words inaudible in most places

throughout the land, but they can be heard in Radio,

and most distinctly on the Columbia Broadcasting System.

■where 99,000,000 people gather every week!

POWER

of YourSPOT ANNOUNCEMENT

Goes l)P or Oo^ with its

Amc\at\on-

~fcr £e &??z<uJde4ea£ tft.

/*?te>,

For availabilities, see your nearest John
Blair Man — or write, wire or phone Johnny
Gillin. /

/
/

Tor the 1948-1949 season, WOW has the finest line-up of
programs ever aired on the station — the BEST of NBC —
the BEST of local programs— the BEST of NEWS. That's
why WOW will continue to be the station "most people
listen to most" in this area . . .

That's why your SPOT ADVERTISING on WOW will
reach the largest available audiences at all times.

RADIO STATION

The chameleon takes its color from its back-
ground . . . SPOT ADVERTISING gets its
CIRCULATION from its PROGRAM ASSOCIATION

TWENTY-FIFTH ANNIVERSARY YEAR

OMAHA, NEBRASKA
590 KC • NBC • 5000 WATTS

Owner and Operator of

KODY AT NORTH PLATTE

JOHN J. GILLIN. JR., PUIS. * GIN'L. MGR
JOHN ILtll A CO.. R IPIISINTATI VIS

io West .l^iid

continued from page 6

Wausau is located 150 miles air line from

Milwaukee, and that WSAU competed

with the latter's 50 kw WCCO.

Also, since the survey was made WSAU

has switched to NBC.

W. J. Damm
General Manager
WTMJ, Milwaukee

► WCCO of course is located in'Minneapolls,
200 air miles from Wausau.

BREAD & CAKE STORY

We are very anxious to have a copy of
the issue of sponsor which contained the
story on how the baking industry is
using radio.

I haven't any idea which particular
issue this was but it seems to me the story
ran about six months ago. We'd appreci-
ate it very much if you would have some-
body locate this issue and forward it at
your earliest convenience, and bill us for
it.

I got a great kick out of your September
issue, particularly the article on Advertis-
ing Managers' Lament and the story of
"Skippy."

W. S. Clark
Commercial Manager
WJEF, Grand Rapids, Mich.

► Copy of April 1947 issue with "Continental
Bread and Cake Story" has been sent Mr. Clark.

DOWN ON THE FARM

In the October 1948 issue of sponsor
I read with interest your article titled
5:30 a.m. on the Farm which gave a good
account of the inherent selling possibili-
ties of the heretofore looked-down-upon
agriculture and farm programs.

However, there was a point stressed not
only in the title but throughout the
article on which I am forced to disagree
with you.

A farm program, if we are to agree
wholeheartedly with your article, must be
on the air in the early morning hours in
order to reach the farmer and sell the
sponsor's produce or service. May I ask
you how you would feel if you were a
farmer in the early morning hours with
the temperature approaching the below-
zero mark and you were facing a session
with the cows and chickens — would that
be the time to approach you with a selling
message no matter how fine or sound that
message might be? This is not entirely a
surmise as far as WN JR. and myself are
concerned. Statistics from the Radio
(Please turn to page 81)

Estimated Primary Coverage. ..To the .5 Millivolt Contour

Reach and sell these 120 WHB-dominated counties,
bulging with the receipts of a $75,000,000-a-year mill-
ing industry, a $365,000, OOO-a-year livestock industry,
a $223,000,000-a-year candy industry, and a cash farm
income exceeding seven billion dollars! WHB gets results
for less. Send for complete coverage data.

10,000 WATTS IN KANS4

DON DAVIS ^

KlDu] " £5,0ENr £

pr-i JOHN T. SCHILLING _|

MUTUAL NETWORK • 710 KILOCYCLES • 5,000 WATTS NIGHT

NOVEMBER 1948

Radio to "Oomph" Labor Output

Campaign to stimulate man-hour output is in the works.
Big problem stems from short labor supply, general availability
of jobs, and concomitant lack of incentive for workers to in-
crease individual productiveness. With pressure being put
on firms to reduce product retail prices, production per man-
hour must be upped and labor must be persuaded to put that
extra something into its work. Broadcasting will be called
upon to sell the idea to the working man. In durable goods,
man-hour production has dropped from an index of 100 in
1939 to 90 for 1948.

Luxury Ad Budgets Will Take to Air

Advertising for luxury lines is bound to be increased within the
next few months, in fact several corporate budgets are already
being revised upwards. New campaigns will be announced
after election and radio will find itself receiving increases of
from 10 to 25' ,' in men's clothing, textiles, beauty aids, and
automotive supplies. Government spending, which will be
increased next year, does not appear to help non-essentials.

Inflation Worrying Media

Problem worrying most advertising media is inflation. Rising
costs of commodities will not permit increases in advertising
rates, yet they will force broadcasters and publications to pay
higher production costs. Most manufacturers while disturbed
about inflation know that increased costs can be passed on.
On the other hand, advertising media in a number of cases have
found an increasing resistance to rate increases and have had
to adjust rates downward.

Sectional Income Changes Not Paced by Ad Budgets

Income shift in the past ten years has been away from New
I ngland and Middle Atlantic states to Far West, Southeast,
Southwest, and Northwest. Income in the latter four regions
increased from 2 l >'.,' of national income to 37%, with the
lecline in the Fast being from 42', to 15%. The Central
states during the 10-year period have remained fairly static,
al orbing about 2'>' , oi the national income. Adjustment of
advertising appropriations have not beeh in proportion to the
i hanging income status

Box-tops to Again Lead Premium Field

The box-top, a running joke among advertiser gagsters, will be
back in force as a payment for premiums by the middle of next
spring. Mail and door-to-dcor couponing is being so overdone
that the device is losing some of its impact. Broadcast-plugged
premiums obtainable with box-tops are the next hard-hitting
advertising device scheduled according to post-office men who
clear the legality of all mailed premiums. Increase in 3rd class
mail costs is also a reason for decline in mail couponing.

1949 Price Slide Will By-pass Farmers

Agriculture department is certain that prices will slide further
this year and the first half of next year despite government
support. Speculators are expected to take a licking but price
slide-off is not expected to affect farmers themselves other than
emotionally. By planting season of 1949, it's expected that
farm price index will start climbing, and planting will reach an
all-time high. Europe will still need everything the U. S. can
produce in the form of food.

Make Them Eat Salads

Big job of advertising is to educate residents of U. S. to eat
farm produce in basic state as vegetables rather than as meat.
U. S. is not a vegetable eating nation which is why farm co-ops
are talking about a broadcast campaign to change table trends
. . . and increase farm incomes.

Cigarette Sales Will Soar

According to the Bureau of Internal Revenue, cigarette sales
will hit an all-time high in 1948. Sales are expected to double
pre-war purchases with broadcast advertising firms dominating
the industry.

"Cold" Rubber Starts Ad War

"Cold" rubber tires are standing up so well that an advertising
war between old line companies and those who will specialize
in the new synthetics is expected. Corporations controlling
huge sources of crude rubber are planning an air campaign to
impress values of natural latex on auto owners. Campaign
may be initiated by association of crude rubber men or by
tire manufacturers. Technique and "front" men are not set
as On the Hill goes to press.

No Change Foreseen in FCC Status

Politicians have given little attention to the Federal Communi-
cations Commission during the presidential campaigning. Ex-
pectations are that there will be little change in the composition
of the Commission after elections due to the fact that the liberal
block headed by Denny and including Durr is no longer part
of FCC. Industry will be allowed to run itself as long as it
doesn't stir up any hornets' nests.

Power Shortages to Be Explained on Air

Because of impending power shortages in many regions electric
utilities are expected to increase their advertising appropria-
tions in order to explain to consumers why the shortages exist.
Radio will explain to New England, Cleveland, Chicago and
Northwest win there just isn't enough power to go around.

SPONSOR

It Took CENTURIES to Make This a
Rich Market for Alert Advertisers

More Than Half of the Nation's Coal*
Is Produced in This WWVA Coverage Area

Nature endowed this four-state area of Western
Pennsylvania, Eastern Ohio, West Virginia and
Virginia with untold riches in the coal that
turns the wheels of industry — that furnishes
heat, power and light for countless millions.

Day and night thousands of men are busily
engaged in mining these Black Diamonds, in
hauling them by river, rail and highway. The
weekly earnings in the mining and its depend-
ent industries are at an all-time high — which
means plenty of spendable dollars for alert
advertisers.

With one station, one cost, one billing —
with WWVA you can reach this four-state heart
of the soft coal industry; with WWVA's friendly
programming you can make sure your adver-
tising message reaches into the homes and
hearts of the people who make this mining
industry great.

For there are more than eight million people
in this area, and they spend Four and One-
Half Billion Dollars Annually in retail sales
outlets. Ask an EDWARD PETRY Man about
this great WWVA area.

* Bituminous, that is!

ffl

50,000 WATTS ••CBS* -WHEELING, W. VA.
NATIONALLY REPRESENTED BY EDWARD PETRY & CO.

NOVEMBER 1948

Remember the
story about . . .

13 little colonies

that grew

into the U.S.A.?

Sounds like the story of
WWDC in Washington. It
started out small . . . and
then it grew . . . and grew
into the BIG powerful sales
station that smart adver-
tisers use in this rich market.
Your own sales message
will go over BIG on either
WWDC-AM or WWDC-FM.
Get the full story from your
Forjoe representative.

WWDC

AM-FM— The D. C. Independent

Represented Nationally by

FORJOE & COMPANY

Mr. Spnsor

Henry M. Swartwood*

Director of Advertising
Kaiser-Fraier Corporation, Willow Run, Michigan

K-F's Hank Swartwood, a deep-voiced six footer, stepped into his job
last March and has been hopping around like a cat on a hot brick ever
since. He received his basic training for the 24-hour K-F working day
with the Kaiser Company on the West Coast, where he was a consultant
on advertising and public relations during the fabulous production-record
days of World War II. Like other key executives who work for K-F, he
is imbued with a team spirit rivaled only by the sight of Harvard alumni
whooping it up at the annual Yale game, and thinks less of working long
hours than most ad men.

This high executive morale has paid off for K-F. The auto firm has
come up smiling this year, looking very much like the first real competition
the established leaders of the auto industry have had in two decades.
K-F advertising, an operation closely integrated with sales promotion and
public relations, is not wholly responsible although it had much to do
with K-F's success. In 1946, K-F's first real year of production, the firm
lost $19,000,000. In 1947 they turned on the pressure, advertised and
merchandised their cars aggressively, converted Willow Run from an
empty barn to a humming industrial plant, flew sheet steel in at night by
chartered planes to keep the next morning's production lines moving, and
canceled the loss at year's end with a $19,000,000 gain. Today, moie
than 250,000 K-F's have been bought by motorists, and radio has been
given the job of maintaining the sales pace.

More than half of the $8,000,000 advertising budget Hank Swartwood
is spending goes for radio. Like Ford's ad manager, Ben Donaldson,
Swartwood is an ex-radio man and a great booster in his organization for
broadcast advertising. K-F will sponsor radio and TV election-night
coverage on ABC, competing with Chevrolet's radio coverage on NBC,
and Nash's on CBS. The last week in October it began sponsorship of
Guy Lombardo and The Thin Man on Mutual. This January, K-F will
start sponsoring Winchell on ABC (WW's contract with K-F is the all-
time high in talent costs for newscasters) and will supplement network
coverage with selective radio on 1 10 stations in 60 markets. Swartwood
is also a great booster for the climate on the West Coast, owns an island
hide-out in the Pacific Northwest. He sees very little of it these days.

*Seen on left with associates Hal Bobbin, Public relations director, and Norris Nash, sales
promotion director.

SPONSOR

Stutsman, Barnes, Griggs, Foster, Kidder, Logan and
LaMowre Counties, South Dakota

with studios in FARGO and JAMESTOWN

National representatives — The Geo. P. Hollingbery Co.

COVERAGE and

LISTENERS

Dependable coverage with 50,000 watts . . .
Faithful listeners because of quality programming

These two factors have made KVOO Oklahoma's

Greatest Station.

Advertisers, since 1925, have learned to accept KVOO
dominance as an established fact. They regularly
prove this dominance through rising sales curves of
KVOO advertised products in this great and growing
Southwestern market where higher than average
income means more spendable income!

EDWARD PETRY & COMPANY INC., NATIONAL REPRESENTATIVES

NBC AFFILIATE UNLIMITED TIME

SPONSOR

new and renew

R^ffi

New National Selective Business

SPONSOR

PRODUCT

AGENCY

STATIONS

CAMPAIGN, start, duration

Dad's Root Beer Co
Lektrollte Corp
Liggett & Myers
Mason & Mason, hit

Musterole Co

Sealy, Inc

Standard Paint & Varnish Co

Sterling Drug. Inc

(Centaur-Caldwell Div.)
Taylor-Reed Corp

Wine Grower's Guild

*Slation list set at present, althTtg
(Fifty-two weeks generally means a

Malcolm -Howard

Bermingham, Castle-
man & Pierce

Newell- Emmet t

Rogers &$Smlth

I rw in. Wasey
Robert W. Orr
Mi ( .uirc
Young &"Rubicam

Beverages
Cigarette lighters
Fatima Cigarettes
Root Beer

Musterole

Mattresses

Paints

Fletcher's Castorla

0-T Pie Crust Mix, Tracy. Kent and

Coco-Marsh St. George & Keycs

Guild Wine Honig-Coopcr

65
(Expanding natl campaign)

Indef

(Pre-Christmas campaign)

10-1-

(Limited natl campaign)

(Testing in Midwest; will go

natl 194"))

65*

(Two-part natl campaign)

Indef

<Vitl campaign, major mkts)

10-15*

(Canadian campaign)

5-10*

(Sect! campaign In South;

(ABC O&O stas only)

25-30*

(Expanding natl campaign)

E.t. annemts; Oct-Nov; 13 wks
II. t. annemts; Nov-Dec; 6-13 wks
E.t. annemts; Oct-Nov; 13 wks
Annemts. breaks; Oct 15; 13 wks

E.t. annemts; Oct IS- Nov I; 26 wks
E.t. annemts; Nov-Dec; 13 wks
E.t. annemts; Oct-Nov; 1 3 wks
E.t. annemts; Oct 30; 13 wks

ABC co-op shows, annemts.

breaks, partlc; Oct 10: 13 wks
E.t. annemts, breaks; Oct-Novj

13 wks

h mire mav b". aided later.

13-week contract with options for 3 successive 1 3-week renewals. It's subject to cancellation at the end of any 13-week period)

New On Networks

SPONSOR

AGENCY

NET STATIONS

PROGRAM, time, start, duration

General Motors (Chevrolet Campbell-Ewald

Motors div) & Chevrolet Dealers
George A. Hormel Co BBD&O

Kaiser- Frazer Corp
Lewis Food Co
Mennen Co
Nash-Kelvinator Corp
R. J. Reynolds Tobacco Co
R. B. Sender Co

Ronson Art Metal Works
Sealy Mattress Co
Vick Chemical Co

NBC

MBS

163
115

Morris F. Swancv

A EC

270

Lennen & Mitchell

CBS

1 1 Pac

Duane Jones

NBC

9 Pac

Geyer, Newall & Ganger

CBS

165

William Estv

MBS

441

Irwin, Wasey

MBS

Cecil & Presbrey

MBS

469

Alvin Wilder

CBS

8 Pac

Morse International

CBS

13 Pac

Election Night Coverage; Tu Nov 2, 8-11:30 pm

Hormel Girls Corps; Sat 12-12:30 pm; Oct 2; 9 wks (ex-
tended contract)
Election Night Coverage; Tu Nov 2. 7:00 pm-end
Free for All; Wed 7-7:30 pm; Sep 8; 52 wks
Sam Hayes-Night Final; MWF 10-10:15 pm; Sep 27; 52 wks
Election Night Coverage; Tu Nov 2, 8-11 pm
Cotton Bowl Game; Sat Jan 1
Gabriel Heatter; Sat 9-9:15 pm; Oct 16; 52 wks
Twenty Questions; Sat 8-8:30 pm; (increased network)
Charles Collingwood; Sat 5:30-5:45 pm; Aug 14; 52 wks
Meet the Missus; MWF 12:30-12:45 pm; Sep 27; 26 wks

(Fiflv-tir i u> ■ 'ks tjener My tns ans " 13-week contract with options for 3 successive 13 uvek renewals. It's subject to cancellation at tlie end of any 13-week period

Renewals on Networks

SPONSOR

AGENCY

NET STATIONS

PROGRAM, time, start, duration

Campana Sales Co
Champion Spark Plug Co
Chesebrough Mfg Co
General Electric Co
Gillette Safety Razor Co

(Toni Co div)
Hudson Coal Co
Peter Paul Co
S. O. S. Co

Southern Cotton Oil Co
Western Auto Supply Co
Whitehall Pharmaeal Co

Clements

NBC

McManus, John iv. Adams

use

226

Met :ann-Erlckson

CBS

1ST

BBD&O

NBC

162

Foote, Cone & Belding

sue

157

Clements

NBC

Brisacher, Van Norden

ens

1 2 Pae

McCann-Erickson

CBS

8 Pae
13 Pac

Fitzgerald

NBC

7 Pac

Bruce B. Brewer

NBC

Dancer- Fitzgerald-Sam

pie

CHS

Soil tair Time; Sun 11:45-12 n; Oct 31; 52 wks

Champion Roll Call; Fri 9:55-10 pm; Oct 1; 52 wks

Dr. Christian; Wed 8:30-9 pm; Oct 20; 52 wks

Fred Waring; Th 10:30-11 pm; Oct ' : 52 wks

This Is Nora Drake; MTWTF 11-11:15 am; Oct 25; 52 wks

D&H Miners; Sun 9:45-10 am; Oct 10; 52 wks

Bob Carrcd: MWF 5:45-5:55 pm; Sep 27; 52 wks

Knox Manning; MTWTF 1-1:15 pm; Aug 311; 52 wks

Mr. Information; MTWTF 2:25-2:30 pm; Aug 10; 52 wks

Noah Webster Says; Th 9:30-10 pm; Oct 14; 52 wks

Circle \rr<>w show; Sun 10:30-11 am; Oct 3; 52 wks

Mr. keen; Th 8:30-9 pm; Oct 21; 52 wks

■:^T r: T~"' r '"'W'^'"'" r ■■"." ':' ":•: "?":"•*■ ■"" ■ '

New and Renewed on Television (Network and Selective)

SPONSOR

AGENCY

NET OR STATIONS

PROGRAM, time, start, duration

American Tobacco ( !o

VniHTi. Inc ( plastics)
\ S. Beck shoe Co

Borden < lo (cheese)

Botanj Worsted Mills
Bulova Watch Co
California Fruit Products

Ltd
CitJ < luh Cigar Co
Curt is Publishing Co

N. W. Vyer

Bliss cV Marcus
Dorland

Young & Rubicam

Silbersteln-Gold8mil h

Blow

Cierth Pacific

Kronstadl
BBD&O

A. C. Gilbert Co (toy trains)
Gruen Watch Co
Howard Johnson, Inc
Kaiser- Frazer Corp

Krueger Brewing Co

l'hili|> Morris & Co
Nash Motors

Packard Bell Co (radios)
Phllco ( lorp

Hoyi

Grej

Chambers & \\ (swell

William II. Weintraub

Benton & Bowles

Blow

Geyer, Newell & Ganger

Vbbotl Kimball

I In 1 1 hins

Plels Brothers Brewery
Pioneer Scientific Corp
R. J. Reynolds Co

Konson Art Metal Works

Saks Fifth Ave (l)etr.)

I & M. s, haefer Co (beer)

si mmona Co
Time, Inc

l tans Mirra Products Corp

John I'. Trommer, Inc

I nique Art Mfg < lo
Stephen F. Whitman & Son
Inc

William I sty
( layton

W :ll;am 1st.

Cecil & Presbrey

Simons- Mil- he I son
BBD&O

W W.1- I \ heir.
\\(,\- I \ Chi.
WCBS-TV, N. V.
W P1X, V V

WCBS-TV, V Y.

WAUI). N. Y.

Wl'l\ \ <l

WGN-TV, Chi.
WPIV N 1

W w.l- 1 v. Detr.

WTTG, Wash
WPIX, V V.

WC.BS- I \

w I II - I \ . Phlla.

CBS-TV net
WCHS- I \ . \ 1
WBZ-TV, Host.

ABC- I \ net (East

and Mid-west)
WPIX, V Y

\\(,N- l \ . Chi.
WPIX, N. Y.
CBS-TV net

KI'l-TV. L. A.

NBC- I"\ a Hi I stas
W VI \ . Newark
KTSL, I.. A.
WBKB, Chi.
WPIX, N. 1
WGN-TV, Chi
( BS-TV net

WWJ-TV, Detr.
WW.I-1 V, Detr.
WPIX, N. Y.

You ng &

Noil nfj &

Rubicam
Rubicam

WPIV N. Y.
NBC-TV net

Colli i

WPIX, N. Y.

Federal

NBC-TV net

(.rant
Ward Wh

ock

WGN-TV, Chi.
w ill - l \ Phlla

I ilin amii mis; Sep -'*; 13 wks (r)

< lollege fool hall u.inii s; Sat all as ached; Sep 25; season (n)

I ilm . Minimis; Oil (,; III « ks (n)

Gloria Swanson Show (15-mln "Glamor on a Budget" portion);

I li B-8:15 pm; Sep 16; 13 wks (r)
Film annemts; Oct ,i; 13 wks in)

Weal her annemts; Sep 25; 9 wks (n)

lime aiiiu nils; Oct II; 52 wks (r)

Film anm nils < test campaign); Oct 18; 13 wks (n)

Film annemts; Sep 2d; 2d wks (n)

I ilm aiiin nils; Oct 1 (thereafter monthly for i u o dais before

puhl of "Ladies Home Journal"; indef (n)
Film annemts; Oct 4; indef (n)
Film annemts; Oct 4; indef (n)
Roar of the Rails; 7-7:15 pm; Oct 2d ; 13 wks in)
\iiinniis in "Film Theater"; ThF as sched; Ocl 28; 9 wks (n)
5-mln lilms; as sched; Sep 27; 26 »ks
Presidential election returns; Tu Nov 2. 8:30 pm to close; I

time (n)
Boxing bouts from Rldgewood Grove; Sat 9:06 to close; Ocl -';

13 wks (n)
Film annemts; Sep 27; 52 wks (n)
Film annemts; Oct ■<; 52 wks (n)
Presidential election returns; Tu No\ 2, 8 pm (until election is

decided); 1 time (n)
Television Talent Hunt; Sat 6:15-6:45 pm; Oct 30; 13 wks (n)

(simultaneous with AM on Ml)
Touchdown; 20-min film as sched; Oct I; thru season (n)

Weather annemts; Sep 22; 13 wks (r)

Film annemts; Sep 25; 13 wks

Madison Square Garden Events; as sched <4(l events); Sep ill
thru Mar 2d. I'M*) (n)

Film annemts; Sep 15; 2d wks (n)

Film annemts before I . of Michigan games; Oct 2; 5 wks (n)

Madison Square Garden hockej games; as sched; Oct 27; sea-
son (n)

Film annemts; Oct I; 13 wks (n)

Presidential election returns; Tu Nov 2. K pm (until election
decided); 1 time (n)

Annemts in "Record Rendezvous"; Ml h hetw 7:05-7:30 pm;
Sep 22; 13 wks (n)

Wrestling Bouts from St. Nicholas Arena; Tu 9:50 to close;
Oct 12; 13 wks (n)

Film annemts; Oct 5; 13 wks (n)

Film annemts; Sep 26; 13 wks (n)

Sponsor Personnel Changes

NAME

FORMER AFFILIATION

NEW AFFILIATION

.lames V. Barton

Reilly Bird

li. B. Freltag

V. H. Garabedian

Janet Gordon

Helen McKay Horchler

Joseph ( ,. How land

W illiam F. Hufsiader

W illiam M. lit mann

Irving A. Kalhman
l i i in is u Johlie

Fred Klein
I. eon Mcsnlk

I \l N,,i i. ,n

W. M Reynolds
John V. Sandberg

I) I Shea

Phvllls Webb Soehl

II. C. Solarl

I lonovan li Shi ler
W \i. hie Suftft

Otis L. Wallet

Will Whitmore

Hudson Motor Car Co, Detroit, asst adv dir

Western Union Telegraph Co, N. Y.. asst adv mftr
Worth Co. Hartford Conn., adv mftr
Buchanan, N. Y.
1'iessed Steel Car Co Inc (Domestic Appliance

dlv). Chi.
Genera] Motors Corp (Buiek dlv), Detroit, gen

sis mftr
Procter iN Gamble Co, (ami., media operations

head

l versharp Inc, N . Y.

Dancer- Fitzgerald-Sample, Chi.

Dancer-Fitzgerald-Sample, Chi., acct exe<

I M \d\ei I isinu. N V*., pres

California & Hawaiian Sugar Refining Co I td,

S I sis rep

Western Electric Co Inc, N. v.. publication nnir

Kraft Foods Co, Chi., asst adv dir

Armour >N Co (soap dlv), < Jii.. sis piom mftr

Standard Brands Inc. N. Y„ adv dir

General Foods Corp (Post Cereals dlv), Battle

< Ireek Mich.. ad\ mui
General Motors Corp (Buiek dlv), Detroit assi

gen sis mftr

Western I Icitlli Co Inc. N. Y., ad\ mftr

Lustron Corp, Columbus Ohio, adv mftr

.1 . L. Hudson Co, Detroit, adv mftr

Armour & Co (toiletries dlv), < )hl.. sis mftr

Same, adv mftr

lane Bryant, N. Y.. adv mftr

I Miller & Sons Inc. N. V. adv mftr

Motorola Inc. Chi., adv. sis prom mftr

Same, vp

Same, media dir

Same, vp in chge sis

Gillette Safety Razor Co (Tonl Co dlv), Chi., prizes, prom

dir, radio depl
Gillette Safety Razor Co (Tonl Inc di>). (hi assi radio dir
\ ini Stores, N. Y . adi mftr
Same, adv, nidsft mftr

Same, adv mftr

Same, adv-sls prom mftr

Same, sis mftr

Joske's of Texas, San Antonio, radio adv dir

National Distillers Products Corp (Italian Swiss Colon]

Wine dlv), S. F., sis mftr
Same, vp in chge adv
Same, gen sis mftr

Same, gen sis mftr

American Telephone & Telegraph Co, N, V. radio adv mftr

Advertising Agency Personnel Changes

NAME

FORMER AFFILIATION

NEW AFFILIATION

I Raymond Bell
Gloria Brand)
li.ll Bj l<

Frank R. ' lapka
.1 l.dwin ( Ihapman

1 1, .ii. ihue .s, t loe, N. Y.

W W lit Wash

Spitzci >N Mills. Toronto, radio dir
i apka .s. Kennedy, H'wood., partner
i o i. Ludgln, ' hi. . accl exec

Same. W ash . mftr

\i\ in Epstein, Wash radio, J \ dir
^ounft iN Rubicam, Toronto, radio sop.

I W K.llllsel I I'll ooil \ |.
Same, vp

(Please turn to page 68)

IN IOWA THEY TURN ON THE
IGNITION -THEN THE RADIO/

X he 1915$ Iowa Radio Audience Survey*
shows that //' , of Iowa car owners have
radios in their cars that these extra
("non-Hooper""!) radio listeners pro-
vide a very substantial harms audience!

On long trips. 60.1% of car radios were
reported to he in use "almost all the
time" or "quite a hit of the time." On
short trips, the remarkably high per-
centage of .'{(>.()' , arc heard "almost all
the lime*" or "quite a hit of the time.*"

I p-to-date, factual information on use
of ear radios is only one of mam new
and extremelj interesting subjects cov-
ered in the 19111 Iowa Radio Audience
Survey. Thej confirm the Survey's II-
year policy of modernizing your old
data "bringing to light new information not
previously gathered."
NOVEMBER 1948

For all the information you need about
radio in Iowa, write us for your copy of
the 19 115 Iowa Radio Audience Survej
today —or ask Free & Peters.

The 1948 [owa Radio Audience Survey is a "must"
for every advertising, sales* or marketing man who is
interested in the [owa sales-potential.

The 1948 I .hi i«. M is I he eleventh annua] stml> of radio
listening habits in [owa. It was conducted h> Dr. K. I..
Whan of Wichita University and his stall", is l>ase«l on
personal interviews of 9.224 Iowa families, scientifically
selected from the city, town, village and farm audience.
\s a service to the sales, advertising, ami research pro-
fessions, W MO will gladly Bend a cops °f the l'M8 Survey
t<> anyone interested iti the subjects covered.

WIHI®

+ /©r Iowa PLUS +

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President

P. A. Loyet, Residenl Manager

FREE X PETERS, INC. National Representatives

New de\ elopmenls on M*0\>OK stories

If you re looking

r I' i //%

ror a natural —

W I ( \ has moved i<> lill a grow-
ing demand l>\ inaugurating a
M . .n.l.i \ -iliru-l Vida\ half-hour

MYSTfcm series al 2 o'clock.
[Vote dial time! . . . it's the
gimmick! There jusl isn't an)
complete-episode competition . . .
for each i> a complete and differenl
mysterj of lop calibre: "Mysterj

I- \1\ Hobby, I'Ik" Avenger,"

" Adventures of Bulldog I >rum-
inonrl. " "Strange W ills," and
"Mysterj House.

I?u\ it once or five times a week
or in am combination . . . and
you'll talk to a big segmenl of
Rhode Island and adjacenl Massa-
chusetts. We're turning on the
advertising heal with car-cards.
spots and newspapers. This show
i> going places, iou're invited i<>
come along now while there's

room.

IT'S A BUY

5000 WATTS
DAY & NIGHT

WALLACE A WALKER, Gen. Mgr.

PROVIDENCE, The SheroronBiltmore

PAWTUCKET, 450 Main St.

Representatives:

AVERY-KNODEL, INC.

(See "After-Midnight Audience," SPONSOR, May 1947,
page 1 3.) What new developments have there been in
after-midnight programing? What new audiences are being
reached?

Of the nation's 30,750,568 passenger cars*, at least 75 f 'v are equipped with
radios. Several million express trucks are similarly equipped. Until re-
cently, the drivers of these vehicles, toutists and truckers, were ignored as
a factor in after-midnight programing. Radio listening on the nation's
highways is at its peak at night. Most drivers on lonely stretches of
road, if they have a radio, turn it on to keep themselves amused and,
more important, awake. Once out of range of the few big-city stations
that continue their radio selling activities during the wee small hours,
they have had very little to listen to.

Out on the West Coast, one radio chain is now programing to the
nighttime motorist. The recently-formed Pioneer Broadcasting System
has organized a network of 1 1 stations in Arizona and Southern California
to air programs to motorists between midnight and 6 a.m. Pioneer's
president, Bob Morris, expects to sell time to hotels and beaneries along
the well-traveled routes leading into the two Western states, where in
July of this year seme 86,000 tourists spent nearly $12,500,000.

To insure the fact that motorists will listen to Pioneer's 11 -station
web, Morris researched the subject of what stay-up-late motorists usually
dial . . . when there's something to dial. Morris' discoveries formed the
basis for Pioneer's program structure, which consists of network-fed
recorded music (from a studio in Hollywood) plus five minutes every hour
of locally-handled news, weather, road, and traffic information. Special
bulletins about road blocks, fog, frost, etc., for motorists' benefit, will be
tossed in when needed.

If the vertical programing of the Pioneer operation makes money and
shows definite sales results for its advertisers, Pioneer Piesident Morris
expects to increase the size of the network, moving up the California
coast first, then eastward. Morris is confident that it will work, and is
fitm in his belief that the full potential of Ameiica's after-midnight radio
audience has only been scratched.

*Source: Automobile Manufacturers' issocialion

l»S

(See "Petrillo Plans Ban Lifting," SPONSOR, October
1948, page 112.) Will transcriptions of commercial pro-
grams be permitted shortly? When will the recording ban
be lifted?

Although the consumer press has made it seem that resumption of record-
ing is a long way off, the facts are, as indicated in sponsor s report of last
month, that there is very little separating the American Federation of
Musicians and the broadcast recording industries. James C. Petrillo's
bid for royalties covering the period in which the recording ban lias been
in effect is more to create a bargaining position rather than to actually
obtain the cash position which the acceptance of such ;> claim would place
him. Resumption oi recording, both for consumer disks and broadcast
it's, will be effectuated before the first of the year. Membership pressure
on the AFM president will not te severe enough to force him to accept
less than he has decided, in advance, until 1949.

Transcribed musi< in one broadcast per aria and ot station e.t.'s will
be permitted even before the first of the year. Librarj transcriptions are
..in factor that remain in the "maybe" class. Petrillo. who has been
lighting the use of consumer disks for broadcasting is in an untenable
po ition should he permit library recordings foi stations without some
sp< cial ( onsideration.

Please nun to page 22)

SPONSOR

it's easy.

IF YOU
KNOW HOW!

F we should try to operate a station in, say, New England —
we'd make a terrific flop. We don't "\noiv" New England.

But for 23 years we native Southerners at KWKH have worked
hard to know everything about our listeners' preferences, in
this urea. We've built a near-perfect KNOW-HOW in this
area. The result is that KWKH is TOPS in this area.

Of all CBS stations covered by the Hooper Station Listening
Indexes in the U. S., for example, KWKH rates 10th in the
morning, 9th in the evening. May we send you the rest of
the evidence?

50,000 Watts

NOVEMBER 1948

CBS

KWKH

Texas

SHREVEPORT <

LOUISIANA

The Branham Company
Representatives

Arkansas
Mississippi

Henry Clay. General Manager

• CAROLINA REVEILLE

• MUSIC FOR THE MRS.

• PIEDMONT FARM PROGRAM

Plus NBC'S

PARADE OF STAR
NETWORK SHOWS

ALL ON WSJS am-fm

THE STATIONS WHICH

SATURATE
NORTH CAROLINA'S
GOLDEN TRIANGLE

WINSTON-
SALEM

GREENSBORO

HIGH POINT

No. 1 MARKET

IN THE

SOUTH'S No. 1 STATE

(^ WINSTON-SALEM (fy

THE JOURNAL-SENTINEL STATIONS

|)*S« [Continued from page 20)

It's safe to plan transcribed musical programs after the first of the
year. No matter how much conversation is made on the subject, the ban
will be over by that time.

I»

S(See "Cut-Ins Produce Sales . . . and Problems Too,
# SPONSOR, March 1947. page 34.) Are any ne<
national network advertisers selling via cut-ins?

The Kaiser-Frazer Corporation, now one of radio's big-time advertisers,
is the latest advertiser to tie in its local dealers through "local identifica-
tions" or cut-ins. K-F dealers will plug the new 1949 line in cut-ins heard
on The Adventures of the Thin Man, one of two (the other: Guy Lombardo)
airshows recently placed by K-F on Mutual.

Like other Mutual advertisers who are using cut-ins on their shows
(Teen-timers, Inc. with Teentimers Club and Trimount Clothes with
Sherlock Holmes, etc.), K-F feels that the cut-in commercial, in which the
name of the local dealer receives a plug in the market he is serving will, do
much to increase dealer cooperation and support to K-F's national
advertising.

K-F expects to control the use of these cut-ins carefully, since the
dealer outlets are closely connected with K-F. They do not want to run
the risk of having air copy inserted into their shows which is not in keeping
with the general tone of the network commercials. K-F and its agency,
William H. Weintraub, are fully aware of the negative results that can
come from poorly-handled cut-ins.

The cut-in commercial can increase the flexibility of network radio,
K-F feels, but it works only when it is closely supervised.

If your SALES MESSAGES are on

CHATTANOOGA

You are enjoying the PLUS of

UIAPO fm

Affiliated with
NBC

National Representatives
HEADLEY-REED CO.

SPONSOR

re von one of the folks who've been buying
Pacific Coast Network coverage on the basis of a plus mar
ket that — in reality— doesn't exist at all? Isn't it a little like
paving for the hole in the doughnut ... and isn't it time
you asked yourself how much that hole is costing you?

highly

^_-/4all in an ABC representative who has the WHO! i:
storj on Pacific Coast network coverage ... because we

think it's a darned shame for anvone to pav extra lor tin
hole in the doughnut. ^ ou'll
truths on the complete picture.

earn some astonishing

roadcast Measurement Bureau studies — on
impartial basis — prove that each of the four net-
works on the Pacific Coast has at least 90% coverage of
the entire market (ABC has 95%) . . . whether it's little
Lemoncove in the Sequoias' shadow, or big Long Beach.

On the coast you cant get away from

ABC

FULL COVER AC K ... In counties where BMB penetration is
il '".. en better; and by virtue of impi<>\ • - ■ I laci lilies. 'M.7"o ol w.i.
Pacific Coa-t radio families (94% of its retail sales) are reached
by ABC.

[NCRE VSING AUDIENCE... Every month ABC Pacific isa
better buj than the month before. Average evening Hoopers are
now .'!7"o over 191."): and morning A lit '. Pari In- has been the lop
Hooper coast network for 10 out of the last 12 months.

PROMOTION. ..No other network consistent) backs it- pro-
grams with the intense promotion showmanship that makes
\l!<- programs talked about and listened to. Good ratings

depend on good show-, but VBC does give YOU the coverage and
the promotion that helps boost Hoopers.

AVAILABILITIES... \I!C still offers extremelj worthwhile

Pacific Coast availabilities including: 9:00-9:30 p.m. Sunday,
6:30-7:00 p.m. Thursday. 7:00-7:30 p.m. Saturday.

1.1 )\\ ER COST. . . \ISC brings you all this at a COSt pel thou-
sand radio families as low or tower than an\ other Pacifii net-
work. No wonder we -a\ whether you're on a Coast network

or intend to be, talk to ABC.

ABC PACIFIC NETWORK

NEW YORK: 30 Rockefeller Plaza • Che),. 7-3700
DETROIT: 1700 Stroh Building 26 • CHerrj
CHIC \<.(> : Merchandise Mart Building • DElaware 1900
LOS Wt.l I ,ES: 6363Sunsel Boulevard ■ III dson 2-3141
SAN I H \NCISCO: l.V, Montgomen Street ■ EXbrook 2

NOVEMBER 1948

There's a lot more to it than this..

Weed

and company

In fact, there's a complete story behind this picture. The man is a
Weed & Company representative. He's almost always welcome
wherever he goes . . . Why? There's a lot to it that doesn't show
in a receptionist's friendly smile.

There's training and timing, associations and experience . . .
There's a lot of knowledge backed up by a lot more hard work.
Basically . . . there's the fact that he never wastes time.
He means business ... he talks business.

He knows specific markets like the back of his hand
and he talks effective coverage in them. He knows
how to get maximum results from every penny you spend
for advertising ... he talks Spot Radio.

Spot Radio is a highly complicated as well as a highly profitable
medium. The expert knowledge required to use it correctly makes
Weed and Company service indispensable to any radio advertiser.

radio station representatives

new york • boston • Chicago
sanfrancisco *' atlanta •■

• d e t r o i t
ho 1 1 y wood

SPONSOR

lament

To© few advertisers

know I lie stations they buy

• Too few timebuyers, account executives, and adver-
tising managers know the stations they buy. That
more than any other lament is a major gripe of
station managements. Station managers not only complain
that network sponsors have very little idea of the stations that
make up their networks, but they also complain that buyers of
announcements and selecting programs fail to get even a sketchy
idea of the individual stations on which they buy time. Each
station differs in some manner from most other stations. One
management is very promotion-minded, another is program-
minded, and still a third is merchandising-minded.

Seldom does a station place promotion, merchandising, and
programing on an equal basis. Frequently local conditions
force broadcasteis to stress one factor above another. If a
station is allied with or owned by a newspaper, publicity, which
is considered part of promotion, comes to the station naturally
through intra-organizational deals. This enables the station
management to go further into merchandising and sometimes
local programing. In other cases where local newspapers are
anti-radio, management is forced to promote all the time, to
fight the local papers rather than to expect them to cooperate
in publicity and promotion.

Station management is human. Thus when one executive
has come up through program operations, he's frequently show
conscious. Another manager has come up through engineering
and he's generally found checking the quality of the signal
strength of the station. When a sales executive of a station

Excerpts from typical letters of station managers indicate that gripes k
differ very little .from station to station but that they are real aches r

' • ■

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Problems with (sponsors

1. Ft-\> advertisers understand the broadcast medium

_. \11 sponsors want continuous promotion for their
programs

■'>. Although all broadcasting i- local. few advertisers in-
clude indoctrination of stations in their pre-broadcasl
plans

1. Sponsors fail to realize that station- do not. a- network-
do. permit summer hiatuses in schedules

">. I (mi man) advertisers demand their agencies buj time
bj power of stations

6. Sponsors feel that network broadcasting i> always the

ultimate in radio

7. loo man; advertisers place their schedules and then
expecl miracles to happen all by them-elve-

Problems with agencies

1. Timebuying i- mostlj based on old hook larnin'

2. Agencies ar< besel with Hooperating-itis

3. The Madison Avenue V ^. and North Michigan
Vvenue ( bicago ivorj towers don't permit nationwide

obsen ation

I. Over 60 °/i of timebuyers are clerks

5. Account executives ha\e little contact with advertising

in operation

6. Local stations vs i t h intense coverage are ignored for big
outlet- that cover greal expanses lightly

7. Mosl agencies are neither equipped, nor desirous of
following through, once a campaign i- placed with a

-tat ion

Problems with broadesist industry

1 . Broadcast in:: i- constantly selling itself short

2. Promotion i- too frequently a nece — ar\ evil and not an
integral part of air showmanship

... M;ni\ station representatives have loo big a li-t of
stations

1. Representatives do little real selling

5. loo few radio-wise men own stations

'■. I here"- trio much formula thinking and loo little
creative programing

7. There's little relation between number of stations
serving an area ami the needs of the area

>\. Radio i- all too prone lo he embarrassed bj commercial

-IK i . --. -

'). Public service i- part of a station's business hut there's
nothing wrong with broadcasting being a business

10. I n I ra-indu- 1 r\ cooperation onlj appears when the in-
dustry i- in I rouble

has become station manager, and there
are more sales-trained station managers
than any other kind where they know
a great deal about the broadcasting
business), the station is apt to think of
the sponsor as the court of last appeal.

Thus each station delivers something
different from the next station. The jobs
they do are not based necessarily upon
their resources, but upon the thinking of
the station manager and his executive
staff. It is true that ownership of the
stations have something to do with the
service they render but stations under the
same ownership run the complete gamut
of sponsor service: from doing practically
nothing to actually obtaining distribution
for a new product. It is therefore vital
that an advertiser realize the service that
is available from the stations he's using,
whether they be part of a network or out-
lets bought for a selective campaign.

Requests for program promotion by
practically every sponsor or his agency
gripe several station managers. Yet
man)' times a manager finds himself
having spent thousands ballyhooing a net-
work commercial only to discover next
season that the program he pVomoted has
moved on to another network and is
actually competing with his station.
There is only one way to be certain that a
program won't shift and that is to check
and see if it's a network-owned package.
A sponsor who buys a network-owned
program is in a position to expect better
than average station promotion of his pro-
gram since the station managers can be
certain that they won't be building an
audience for a program that may move off
their stations.

Many stations pride themselves on the
promotion they do for programs. They go
to considerable expense to make up pro-
motional folders which are sent to account
executives at the agencies. What hap-
pens, state many station managers, is that
the reports are routed to the publicity
men at the agencies and the timebu
seldom see them.

"Maybe it's a little thing but I blow
my top," states one station executive
"when our presentation of a program pro-
motion is acknowledged by a form post-
card initialed by a publicity man's secre-
tary. Why, after we have been impor-
tuned by letters, telegrams, and even
telephone calls, to get out and promote a
program, someone at the agency doesn't
think that it's important enough to sit
down and write us a letter about our
efforts. I'll never know."

"Promotion," said another station man-
ager while he pounded the desk, "costs

e turn to page 88)

SPONSOR

temco;

IT.

Most talked of commercial of the year is Texaco's pitchman on the Star Theater (NBC). Authorities feel he'll v»ear out welcome vvithi-

Life expectancy of a TV commercial

some must he
eh .-iii^ed frequently
while others live
on and on

Repetition has been a r'unda-
&m mental tool of bra

vertising almost from the
beginning. But without careful schedul-
ing in TV, repetition can lead to a totally

don Brora

Ces that the sight -
plus-sound selling of the visual air is
remembered longer than radio selling in
as much as B8 Peases Sonx
new set owners and more thai- 85

an set owners sa\ t:\ l'\

commercials to those of radio." How i
the T\' commerdal not suited to repeti-

tion ean pile up ill ft t ig in n

waj . the a
able figu es

This doesn't mean that the sp -
using T\' has to fa nmen

time lu g f -
- mean is that TV se'.
come the a ling

without repetition

Some phases rv s
peated indefinitely. T - primarily

NOVEMBER 1948

(MAXWELL
W HOUSE

3Coff« e

porfrinnC especially animated, make excellent "billboards" with which to open and close TV pro-
l/dl lUUIIO, grams. Because viewers are conditioned to picture trademarks, "billboards" live long

advocates contend film is safer but live commercials permit of greater flexibility.
NBC's Bob Smith (left) displays Polaroid but uses film (right) when selling product-use

the "billboard" type of identification
which open and close either spot or pro-
gram. The public has been conditioned
to accept M-G-M's roaring lion, Para-
mount's snow-capped peak and ring of
stars, Warner Brother's shield, Universal-
International's revolving globe, etc., as
part of its theater fare. Since these
"house" ads are a low-pressure form of
salesmanship, audiences don't complain.
For the TV sponsor, house ads do as well.
Here, the billboarding should be confined
to easily-recognized trademarks, with or
without a well-known product slogan.
Sometimes it can include more.

General Foods (for Maxwell House
Coffee) uses a typical animated billboard
on Meet the Press, having used it previ-
ously also on Try and Do It (both on
NBC-TV). The opening contains the
essence of the selling principles used later
in the program's commercials. In the
commercial proper, the selling is done
"live" about three out of four times.
Here, General Foods and their agency,
Benton & Bowles, prefer to take no
chances on viewer fatigue. Even the film
commercial is freshened up periodically
by varying the film and the sales spiel, by
adding a new opening. But the General
Foods "billboard," like that of Texaco,
Gulf, Gillette, and many other adver-
tisers, remains constant.

The straight live commercial is the
easiest commercial to repeat without
running into the law of diminishing re-
turns. First of all, the live commercial is
usually integrated into the show so
thoroughly that it is difficult to tell just
where it starts and stops. Second, it is
easy to vary, bec?use a new costume (like
Ivfcrtha Logan's collection of aprons used
in Swift & Company TV commercials) or

elfin nffr can be repeated time and time. Eclipse Sleep Products' TV short, "The Beautiful Dreamer,'
jlgll U II o uses Powers' model, Rosemary Colligan, to

sell just before stations say "good-night"

another product from the sponsor's line
(like Gulf's on We the People) adds the
element of freshness necessary. Third,
since it is not Oil film, thus not '"perma-
nent" like an e.t. spot, the live commer-
cial can be done with new copy, new sets,
new perscnalities, and new products with-
out deviating very far from the basic com-
mercial approach. Some live commer-
cials do tend to fall into definite patterns
which are hard to vary. A good example
of this is Texaco 's pitchman, which will be
hard put to appear fresh once the novelty
of using a cai nival barker wears off. One
added factor in using live commercials is
that they can often be of the low-pressure
variety. This is usually the how-to-do-it
type, such as Alma Kitchell's Kclvinator
Kitchen stint in which all the kitchen
gadgetry is Kelvinator-produced, but
used as an unobtrusive backdrop to
Kitchell's cookery demonstrations.

Many TV advertisers can't use live
commercials. For one thing, they are ex-
pensive. For another, there is always the
risk in live product demonstrations that
something will go wrong. In certain
types of programing — sports, news and
special events, spot campaigrs, etc. —
it is impractical to use live talent for
commercials.

A good deal depends, in the repetition
of film commercials, on the content and
treatment of the commercial. TV film
commeicials overly heavy on selling, or
which resort to the irritant technique,
have a short life in terms of their effective-
ness on viewers. The "cute" commercial
(of which more will be said later) is
another thing which can be extremely
effective the first few times it is seen and
then, like a twice-told joke, begin to lose
(Please turn to page 64)

"How to" commercials have a low fatigue factor

A kitchen is always background as Martha Logan, on the Lanny Ross Show, sells Swift products

Martha Logan changes chore and apron from telecast to telecast, but she's always kitchen selling

A new apron, a new dish, and Martha Logan is on another telecast for Swift & Co. over NBC-TV

pari tiro of SI i ()\S()l\'s report on International radio

The Cuban picture .

nil«'«l Slatos ;ul\cr(is«'i>

allocate fabulous sums for Island radio

over-all.

Colgate-Palmolivc-Peet (Cru-
sellas & Cia) spends $1,500,-
000 of its $2,000,000 Cuban advertising
budget in radio. The second great soap
corporation in the Cuban market, Procter
& Gamble (Sabates, S. A.), spends nearly
$1,000,000 of a $1,500,000 budget on the
air. If the U. S. parent companies were
to spend at the same ratio for broadcast'
ing in the States, CPP would be spending
$42,000,000 and P&G $28,000,000.

These two organizations buy hours at
a time on both Cuban networks, CMQ
and RHC* They have adopted the day-
time soap-opera formula for their Latin
American audiences. Dramatic strips
(novelas) swarm all over the network
schedules. Unlike in the U. S., the emo-
tional escapades can be heard both day and
night, with the number one heart tugger,
The Right to Be Born, achieving the amaz-
ing audience rating of 41 (in the Cuban
equivalent of the Hooperatings). Al-
though CPP and P&G introduced day-
time serials to the island, The Right to Be
Born is sponsored by Bestove Products
for Kresto, a Hemo-type product.

Cuba is a radio-minded nation. Its
44,128 square miles is less than that of
Louisiana (48,523) yet it has 84 AM and
16 shortwave transmitters while the
Pelican State has 37 AM stations and no
shoit wave outlets. Shipments of radio
receivers from the States to Cuba are
said to be greater than shipments to all
the Central American nations combined.

Cuba's population is over 5,000,000,
and with slightly more than five persons
per family this means a little less than
I. din i.ooo households on the island.
Although the last report (1940) indicated
that only oik- out of four families owned
mik oi more radio receivers, it is esti-
mated currently that 17' , of all Cuban
households own sets. While listening in

the U. S. A. runs from a daytime summer New Jersey runs its business in Cuba,
low of 1.79 listeners pei listening set to a The Esso firm on the island is Standard
midwinter high of 3.2 for certain high- Oil of Cuba. Both Crusellas & Cia
appeal programs, estimated listeners per (Colgate-Palmolive-Peet) and Sabates,
set in Cuba run from a daytime low of S. A. (Procter & Gamble) manufacture all
2.1 to a nighttime high of 4.2, figures that their products locally. Both offer all the
resemble TV viewing indices. There are items (some under different trade names)
fewer radio homes, percentage-wise, in which the parent companies merchandise
Cuba but more ears gather around each in the States and a number of local pro-
receiver. There is a hedge on the listen- ducts besides. The latter are products
ers-per-listening-set figures. The better- strictly designed to meet competition,
than-U. S. figures are made possible by such as Palmolive Toothpaste which has a
the low-mcome-group set owners. The formula conceived to compete with a
well-to-do do not cluster around a receiver local product. The local tooth paste,
any more than their counterparts in the Gravi, has developed an amazing follow-
48 States. in § on the Island. The leading three

One great reason for radio's great toothpastes, in order of sales are:
appeal is the low literacy rate, which Gravi ( loca l product)

hasn't risen a great deal even though
many workers are making three times
what they did in 1941. Compulsory

Colgate
Forhans
and all use broadcasting extensively,
education is decreasing the percentage of Gravi, which started with its druggist
the population who rank subnormal en compounder sampling the interior of
their three r's, but it will take generations Cuba dooi-to-door, has reached the top
before newspaper readership can hope because its developer, a former druggist,
to approach a point comparative with is promotion-minded. He not only uses
listenership. This is the reason why such the netwoiks but schedules programs on
a high percentage of advertising budgets local stations which cover only their

is plowed into broadcasting and why
radio is used by practically every manu-
facturer seeking mass distribution.

Only 15% of Cuban network broad-
cast advertising business originates in
the United States, despite the fact thai

individual states. On these stations he
uses the equivalent of U. S. hillbillies. At
one time he decided to run contests to
determine the most popular singer of folk
songs on the island. Votes required Gravi
carton tops. In order to make certain

65 per cent of the advertising is for pro- that ths contest sold a number of poten-

ducts trade-marked in the U. S. A. This
is because the U. S. products, with very
few exceptions, are merchandised and
often manufactured by Cuban corpoia-
tions. Esso products are leaders in the
gas and oil field in Cuba, yet it is only
by remote control that Standard Oil of

tial users on Gravi, each folk singer's
madrina (godmother) was urged to
campaign for hei talented godchild.
Since a Latin godmother does not take

'< \m has seven, and HIK nine, station* in llirir net-
works. Cuban network station* il<> not originate pro-
grams, they merely ad as transmitters for key station
programs, Cuban networks own all their stations,

While dramatic serials lead rating parade on the two networks, in the interior it's native k
musicians, singers and players of folk music, who reach and hold Cuban radio audiences' hearts r

SPONSOR

U.S. watches Cuba. L.tc r.,Gil Nunn (Nunn stations), Sol Taishoff (Broadcasting), and Cal Abraham (NBC)
CMQ's Radiocentre dominates Havana radio scene. Goar Mestre stands before his great new studios

■■Mii^H.Lriillll II

Cuba likes Mexican comics Solinsky and Pedro Dick & Bondi, Argentine gagsters, are tcps Blcnc'e Catmelina Rossell has rabid fcllcwing

her responsibilities lightly, and since
every child has a large number of god-
parents, the campaigning for votes
became hot and heavy. Actually the god'
mothers turned door-to-door saleswomen
for the product, selling the toothpaste
and getting the carton tops for their
candidates at the same time.

Gravi pushes the fact that it is a Cuban
product, created, developed, and mer-
chandised by Cubans. This has a great
appeal in a nation which has very few
business organizations which are owned
by natives. However, other Cuban pro-
ducts haven't made Gravi's headway for
the simple reason that they haven't had
promotion-minded executives. The door
to sales in Cuba is opened by brosdcast
promotion and the obvious way to reach
the island's population is via radio for
only this medium cuts through and
reaches all social strata.

Until 1943 Cuban broadcast advertising
practices were reminiscent of the dark
ages of radio. With the exception of
Colgate-Palmolive-Peet, which had a
live program on the air, and Standard
Oil, which has sponsored a Cuban version
of the Esso Reporter since 1937, most
other radio advertising was by announce-
ments. It was not unusual for a station
land it still isn't on some local Cuban
stations) to have ten announcements
broadcast back to back. It wasn't too
long ago that time was sold for com-
mercials from five seconds up, and no
attempt was made to standardize com-
mercial time. Even today the networks,
which Have cleaned up most of their
over-commercialization, deliver only 12' L »
minutes for a 1 5-minute program, against
the 14 ' .j minutes which is customary on

Please turn to page 99)

SPONSOR

^^^m

ti»;

".It- i

Irail«» ni;i^;ixiiM^s a$»r<M» on

new
name

Nine advertising trade publications, meet-
ing at the Hotel Biltmore, New York, on
11 October agreed to a new name for
spot. The term spot, which has taken on a
double and confusing connotation within the
advertising field in recent years, has been
supplanted in its broader sense by selective.

The new term will embrace all broadcast
advertising selected on a market-by-market
basis, whether a spot (announcement) or a
program, whether a football game or a jingle,
whether a transcribed dramatic program or a
regional network broadcast. Selective will
be used both with selective radio and
selective television.

Over the years the word spot, which will
be continued solely as a designation for
announcements, has increasingly grown to

represent the announcement phase of broad-
cast advertising to the great majority of
account executives, advertising managers, and
top executives of advertising firms. Time-
buyers, station representatives, and station
personnel, however, have also used it inter-
changeably as a general term comparable to
the term network. Substitution of selective
as the general term will eliminate the con-
fusion.

Publications who have agreed to the
change are Advertising Age, Advertising &
Selling, Printers' Ink, Radio Daily, Rora-
baugh Report, Sales Management, Sponsor,
The Advertiser, and Variety. Radio Daily
and Advertising Age began using the word
selective as a replacement for spot several
months ago.

The $100 first prize winner in sponsor's
"New Name for Spot" contest is Ray D.
Williams of station WJHL, Johnson City,
Tennessee. His award, for the name
"National Selective," is on the way to him.
Instead of the ten other awards planned
by sponsor, 24 are being made because
that number of readers submitted entries
bearing at least one of the 12 names voted
by the committee of judges as being
worthy of an award. All the entries bear-
ing one of the top names and which were
postmarked on or before midnight 8
August win a bound copy of volume one
of sponsor. Entries postmarked after 8

(Please tarn to page 81)

THE WINNERS IN SPONSOR'S "NEW NAME FOR SPOT" COMPETITION

First Prize
Winner Name

RAY I). WILLI VMS \ \TIONAL SELECTIVE

11 .////. . Johnson City, Tennessee

Honorary Mentions
I'M I. 11 KM Kit SELECTIVE

Paul II. Ilaynicr ('.<>., \eie )nrk

CHARLES G. WRIGHT SELECTIVE

Federal Advertising Agency, Inc.. Wew ) <*rk

K1HBY CHANDLER SELECTIVE

American Broadcasting Co., New York

JAMES M. GRIFFITH SELECTIVE

KSKh. Pittsburg, Kansas

HOB McRANEl SELECTIVE

Mid South Network, Columbus, Mississippi

It. II. SUTHERLAND

Hill rf Knowlton, Inc.. \eir ) ark
WELLS II. BARNETT

SELECTIVE

M-B-M
(MARKET-BY-MARKET)

Weston Barnett, Inc.. Waterloo, Iowa

It. W. McFADYEM SPOT

National Broadcasting Co., Wew York

W. \. POMEROY IMPACT

ll II. s. Cansing, Michigan

M \Hk k. PINkKltM V\ FOCALIZED

Reichhold Chemicals, Inc. Detroit

JOE COOK

KSTP, Minneapolis
I). I . BAIRD
U ted >S Co., Boston
K. II. WITHINGTON

•\TTKR\KI> It MHO

PV II KK\KI> It MHO

SELECITVE VKKV

International Silver < <>.. Weriden, < onnecticui

WILLIAM H.RINEs

WC.SII. Portland. Maine

V ( .. RORABAUGH

\ ' Rorabaugh Co., feu > ark

JAMES K. BROWN

II HUM. Chicago

RALF BRENT

WGYN-FM, Vem York

HENRI /.. I NGER
WPIK. Alexandria, Virginia
VI. TANGER

ll 111)11. Boston

HOW Vltl) W. MEAGL1

ll U \ I, Wheeling, West Virginia

T. II. TR1 slow

( horning class ll orks
KltVNk ll. KEMP
Compton Advertising

I I CKER SCOTT

' omplon Advertising

RA1 <;. STREETER

The t arev Xalf Co. Hutchin

DIRECTED

M MikKT RADIO

MARKET It MHO

M VRKET It VI HO

M MtkKT RADIO

M MtkKT K MHO

ELECTIVE

SKI. I < VST
Corning, Hew York

LOCAL RVDIO

(Veto York

Inc., Veto ) 'ark

i.orvi. It MHO

LOCAL It MHO

n, hm

NOVEMBER 1948

PICTURE STORY OF THE MONTH

THREE Will

over-all

2" intmH llPtlnn °' ' c ' ea was mac ^ e nationwide by mc Win Elliott of "County Fair'
Mil UUUUUUII ceived a briefing from Junior Achievement members to make him sound real JA

Public service on commercial
programs doesn't have to be
stodgy, doesn't have to be heavy handed.
It can be good entertainment. It can be
good business. Borden's current publi-
cizing of Junior Achievement's Junior
County Fairs is not only good public
service but it is building direct sales and
good will not only for Borden's and its
many products, but for the entire milk
industry.

The national Junior Achievement or-
ganization is dedicated to the furthering
of the "free enterprise" way of life by
helping groups of youths set themselves
up in business as regular corporations. If
a number of teen-agers have a product or
service that they tlvnk they can sell, local
J A chapters help them incorporate, raise
money, and set themselves up in business.
J A corporations are formed at the rate of
several hundreds a month. A sizable
number have been formed this fall to
stage Junior County Fairs. They differ

rfotinnC 3et ' nl ° act wnen local JA groups

tween Borden-Finch Farms execu-

Ill

from regular J A corporations only in that
they are of short life (three months).

Although Borden's was sold the idea of
helping JA as a public service, the cam-
paign is perfectly tied-in with its County
Fair broadcast on CBS and its products.
County fairs are associated in most minds
with dairy products and that's what
Borden's has to sell. There doesn't have
to be any hard hitting advertising to
associate the two in the consumer mind.

As a final mental association, the JA
group producing the best Junior County
Fair wins one broadcast of the County
Fair network program from its home town
and under the winner's auspices.

From beginning to end, Borden's,
County Fair, and Junior Achievement are
in the act equally. Nevertheless it might
have been difficult to sell the idea to
Borden's if its Harold W. Comford, Ben
Duffy (BBD&O), and S. Bayard Colgate
weren't members of JA's national com-
mittee. A friend at court helps.

heir entries. Group is conference in Dayton be-
WHIO management, K&E's Landon, and JA's

1 - idea

was sold by Hal Davis, Kenyon & Eckhardt publicist, and Jim Keeney, Junior Achieve-
ment press asent (above left). S. Bayard Colgate, Colgate-Palmolive-Peet, and Ben
Duffy, BBD&O, seated above right, lend their blessing. Bill Paley, CBS (third from left
below), is impressed. Stu Peabody and Henry Schachte, Borden's, okay campaign

4 - point

nf Colo ' s so ' c ' on co °P erdt ' n 9 w ' tn JA's and Borden's by Achievement members and
III "odlb their parents. Mother buys milk while daughter sells J A stock to storekeeper

'•

-;,-■:■ '

""W :»kr "■ IK

■.if* -J

U v ^E*"tf 2

5' linrlor U/QU w '* n Atlanta Junior Achievers holding coke sessions C ■ Plrjp'c in Opt as St Louis group presents the Borden cow in
UIIUol Wdy to discuss plans for their Junior County Fair entry " LlolG O III dul her boudoir as part of their County Fair show

7 " thP nri7P is coast - l °- coast "County Fair" program presented
I IIIC piltG from home town and under auspices of JA

group producing most successful Junior County Fair

What do p know about

HII HABITS? .

oell method helps
sponsors understaiul listeners at work and play

Babies even cry on schedule!

People's living habits are
generally relentless.

But relentless or not living habits can
be put to work for buyers of broadcast
advertising. Daily routines govern with
uncanny accuracy the size of audience to
certain types of programs. They deeply
influence the quality of listening to those
programs. And listening habits influence
buying habits.

This theory underlies the thinking of
William A. Yoell, who heads the market,
media, and opinion research activities of
William A. Yoell, Inc. This approach to
radio programing and commercials was
evolved by Yoell while punching door-
bells for more than four years for adver-
tisers and agencies.

The practical application of Yoell's
"living habits" to radio and TV advertis-
ing is emerging from the experimental

stage. His theories have already de-
veloped a new concept of radio and video
selling for a number of advertisers.

A cornerstone of researcher Yoell's
method is what he calls Camera Action
interviewing. It's a new type of depth
interview* he pioneered and standardized

(Please turn to page 48)

*Depth interviewing is a psychological form of research
through which tlie responderrf is taken step by step from
oriijinni stimulus to final purchase or action.

Heavy house work reduces recognition of conversation-type programs

What
listeners
are doing _

Misc.

■

100%

ght
ousework

Heavy
Housework

Eating

(time)

% that can

identify

character

program

SHOT IN THE Hill ,

oi\\ i< h I'li.n iii.m ;il
accomplishes it with radio and "The Fat 3lan"*

JtoaMgijB It was January, 1947. Norwich products and
1^22 ' trade names were firmly established. Net sales

^»* for the previous year had topped a profitable
$10,000,000. The advertising was pulling. The sales force
was doing a good job. But something was missing from the
selling strategy of the Norwich Pharmacal Company.

True, sales of the familiar family of Norwich consumer
products were holding up well with drug customers, the
majority of whem were steady buyers. But there were many
areas, particularly in ncnmetropolitan centers and certain
areas of the country (parts of New England and the South)
where sales were weak. The biggest sales problem lay in the
over-all yearly sales curve which wandered up and down, as it
had for decades, as druggists and public alike did their buying
in spurts. Some Norwich products, like Pepto-Bismol, had a
summer peak due to unwise vacation-time eating. Other
products in the line, like Unguentine, had both summer and
winter peaks. The problem was a real one to the sales force
who were busy taking orders for part of the year and scratch-
ing around for business the rest of the time. This situation
had gone on for so long that Norwich had about given up hope
of doing anything about it.

The advertising was another problem directly related to
selling. Much of Norwich's sales were traceable to their ad-
vertising, at that time split roughly 15%-25% between maga-
zines and newspapers on a budget of $1,250,000. Like the
seasonal trends in Norwich business, the advertising was also
largely unchanged for years. Norwich felt then, and still
does, that its advertising produced results. But it was, to a
large degree, marking time.

Its greatest shortcomings were felt in January 1947, in the
reaction of the sales force itself, rather than in the over-the-
counter sales.

Norwich differs from the great majority of drug firms in its
selling tactics. Its products are not "jobbed," but are
handled almost entirely by its own sales force of 150. Each
man services about 300 drugstores directly, and the relation-
ship between salesman and druggist is on a personal, friendly,
conversational basis. Shipments of Norwich products are
made from Norwich warehouses in New York, Norwich
(N. Y.), Chicago, San Francisco, Atlanta, Dallas, and Port-
land (Ore.), with Norwich sales offices in each of these cities
except Portland. Thus, every member of the Norwich sales
force regards himself as a "traveling ambassador" of the firm.

EVOLUTION TO SPONSORSHIP

mmm®

mffmrnm

DON'T
TOUCH THAT DIAL

■ G MONDAY

OUT 21

FOUR BRAND-NEW, WIRED-FOR- LISTENERS RADIO SHOWS

PRODUCED AND PROGRAMMED BY ABC FOR CONTINUOUS RADIO LISTENING

-ihcAnwiNin Urtjtdt
1 -. T .n prof'

...Im

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POWERED, SMOOTH AS-SILK, TOP NOTCH RADIO ENTERTAINMENT

ONE OF FOUR HOPEFULS

IT'S FRIDAY NIGHT ON WXXX

Rivet your dial to your local ABC Station
every Friday Night . . . and you're set for
an evening of grand entertainment.

THE LONE RANGER 0:00

J„.l., . R,d rl Th, A,.-...,

THE FAT MAN 0:00

H,.., Dri«i..» D..~.

THIS IS YOUR FBI 0:00

BREAK THE BANK 0:00

THE SHERIFF. 0:00

A ....<„,. ol L.uoki .'. Tk.,ll.

CHAMPION ROLL CALL 0:00

Ha.,, Vnflw < Spo.li N..i

BOXING BOUT 0:00

Bto- b. Bio- F.gM D#x'>pt>OA

'O KEEP TUNED TO 00

WXXX

NOW IN BIG COMPANY

In January of 1947 the salesmen found their job getting
tougher. The retail drug business was exceeding even 1946
sales, but druggists were making drastic reductions in over-
extended inventories. They were selling but not buying.

When a Norwich salesman started to talk about Norwich
advertising to a druggist, and to show him copies of ads, the
result was nearly always passive. Druggists were well aware
of the magazine and newspaper advertisements Norwich had
been doing. They asked: "So what?" — and the salesman was
back where he started.

What was needed, Norwich began to suspect in the closing
months of 1946, was a change of pace — some advertising
vehicle or medium which would give the sales force something
to promote, a talking point with druggists. And while the
resolve to find a new vehicle grew in the minds of Norwich ad
men and their agency, Lawrence C. Gumbinner Advertising,
it began to look more and more as if broadcasting might be
the answer.

Of one thing Norwich was sure. If they tried radio, they
weren't going to rush in and buy the first program that
came along. They had been in radio before. As early as
1930, they had been placing a transcribed musical program,
The Unguentine Show, in 15 markets. After a 13-week run,
nothing much happened. A sample offer of Unguentine
had pulled heavily, but the radio campaign didn't last
long enough to make the sampling success pay off. There
was no air advertising to remind listeners to continue to
use the product.

After that, they'd stayed out of radio for several years.
The next Norwich product, Pepto-Bismol, was introduced
successfully in 1935 with magazine advertising, no radio
being used. However, in 1938 Norwich started a cycle
of selective announcements which lasted until 1941, using
6-12 announcements a week 40 weeks a year in 150
markets. Announcement results were fair.
( Please turn to page 74)

r°222£>

body love* The Fat Mon," Daihiell HomiM«'»
myiteryd'oma It hos more luteneri ihon 75% O* oil thowi on
the a" Thit ii •■'ro hea.y odvertiting rhot'i worth Ml weight
in gold to you

The Fot Mon poyt ofl on a b.g koI« when you d.tploy.
feature, talk Pepto-Bitmol

BROADCAST COAST TO COAST

EVERY FRIDAY MIGHT • ABC NETWORK

WEI

GHT CHART FOR THE FAT MAN:

ro.s

3.4

1946

J«l MB MM APH MAY JUKI JULY MIS UPf ACT NOV tK

C E. HOOPER RATINGS

Trade advertising was used to call attention to the steady
growth of the Hooperatings of "The Fat Man." It was this
steadily increasing audience, month by month, which called the
program to the attention of Paul Gumbinner of Norwich's adver-
tising agency and finally clinched its sale. When a program
triples its audience in one year, from 3.4 to 10.8, and is
low cost, $4,500, it's usually a worth while buy and delivers.

SPONSORED

Religion learns
to use the air

\i»lif hour*, and prestige methods
improve paid religious broadcasts

over-all

Though religion has been a
broadcast factor for years,
only within the last four years have re-
ligious bodies begun to use commercial
religious broadcasting to bring people
into the church.

Not that millions of listeners haven't
been reached and millions of dollars
raised through sponsored religious broad-
casts. Dollar-wise, broadcast religion is
an important business. Spiritually, in
the main, it has failed to deepen the
religious convictions of the vast number
of American people.

A product advertising ovei the air is
seldom sold by the station over which the
program is heard. The listener must go
to the store for it. With religion which is
advertised over the air, the test cannot
be the number of listeners, the mail pull,
or the money that is sent in, but the
resulting use of religion. The people

must attest their conviction of the worth
of religion, and publicly demonstrate it,
by going to church and /or practicing in
their daily living the rules which pre-
eminently promote peace and good-will
among men.

Sponsored religious radio, until the
last four years, has been mainly the instru-
ment of religious sponsors outside of
recognized denominational and interde-
nominational bodies. Of the 255 denomina-
tions in the United States, 200 represent
only 2% of the church population.
The majority of paying religious broad-
casters do not'fall within even the latter

2%.

Broadcast religion, by an overwhelm-
ing majority, has been a story of pulpits
with radio congregations only, with no
church buildings as places of worship and
no localized congregation. No minister
calls upon communicants, no wedding,

Stars like Loretta Young aid Father Peyton

burial, or charitable set vices are per-
formed for the money received. Yet
these same religious organizations receive
the majority of the nearly $200,000,000
sent in by listeners each year.

Religion spends more money for air
time yearly than any commercial pro-
duct except soap. Approximately $2,500,-
000 was spent on the Mutual Network in
1947 for such time, and this represents a
small fraction of the money spent on
independent stations throughout the
nation (many a 250-watt station depends
on religious programs for running ex-
penses). It is estimated that Charles E.
Fuller who conducts the Pilgrim Hour
from the Los Angeles Auditorium over
160 stations and the Old Fashioned
Revival Hour over 260 stations spent
$4,500,000 on radio in 1946.

Whatever the merits of their messages,
one fact stands out with respect to the

Bishop Sherril I and Walter Abel interviewed at "Great Plays" opening Christian Science Monitor's Erwin D.Canham specializing in good reporting

The family that Prays Toyethei
— ' Stays Toy ether

830RM.SAT.

iij]iy/]i'. | irriTt''m5i

In the heart of Chicago a painted signboard proclaims the theme of Father Peyton's Mutual network "Family Theater" heard on WGN locally

majority of those broadcasting religious
programs — no accounting is required of
them for funds received from listeners,
either to their contributors or to any re-
cognized national church body.

While old commercial and sustaining
religious programs brought the church to
the people via the air waves, the new
type of commercially broadcast religion
is bending its efforts to bring people back
to church. The old broadcasts were pre-
dicated on the proposition that if the
people wouldn't go to church, the church
would come to the people. This was fine
in theory, and in practice served, and
still serves, shut-ins and the geographic-
ally isolated. But by and large com-
mercial religious broadcasting did not
reach listeners affiliated with any recog-
nized church body. Listeners reached
by the message more often than not had
no church to repair to; the minister they
heard was a shepherd of a radio congre-
gation only. Where church services were
aired by recognized religious bodies, the
influence was to a great degree negative,
for it encouraged stay-at-home worship
which required only the turn of the dial
for attendance, and no contribution to
the collection plate. The falling off of
church attendance has been a serious
problem of the postwar church.

The new trend in commercial religious
broadcasting is most markedly signalized
by the fact that the sponsors do not
solicit funds over the air from the audi-
ence at large. Radio time and produc-
tion costs are paid for by contributions
from their members.

The Protestant Episcopal Church's
program Great Scenes From Great Plays is
the newest experiment in sponsored re-
ligious programing. This is the first time
that a program representing the entire
Episcopal Church membership has gone
on the air. The half-hour weekly pro-
gram premiered Cyrano de Bergerac,
with Walter Hampden, on 1 October.
It is heard by electrical transcription on
the entire Mutual network of approxi-
mately 500 stations, plus 300 local sta-
tions in areas not covered by MBS.
This nighttime sponsored religious
broadcast, the first ever to be taken by a
network, is aired on Fridays (8 p.m.,
EST and MST; 7 p.m., CST and PST).

During the first four weeks, scenes have
been broadcast from such other plays
as The Corn is Green with Jane Cowl;
The Barretts of Wimpole Street, with
Basil Rathbone and Bea Straight; and
Dark Victory, with Celeste Holm and
Walter Abel. These will be followed by
On Borrowed Time, Boris Karloff and
Parker Fennelly; Little Women, Joan and
Betty Caulfield; Tale of Two Cities, with
Brian Aherne; and The Enchanted Cottage,
with Gene Tierney. The plays are top
theater, and the actors, all members of the
Episcopal Actors Guild, are headliners.
Earl McGill directs the shows, and Walter
Hampden acts as permanent host.

The program series, which it is esti-
mated will cost $2,000,000 a year, has
been guaranteed for the balance of
1948. Last fall a test appeal, with no
advance promotion , was made to the
Episcopal dioceses for funds, and enough

was raised for the first 13 weeks of the
present seiies. This year a strong pro-
motion will be made this month in all
parishes. The Episcopal Church can-
vasses all its members every fall in what
is called an Every Member Canvass.
This year, as last, the members will
be asked to add 3% to their annual
general contribution, for radio. The
expectation of the National Council is
high, for a tour by Director of Pro-
motion Robert Jordon through the eight
administrative provinces of the Church,
in which Bishops and promotion leadeis
heard the Cyrano transcription, met with
enthusiastic response. Presiding Bishop
Henry Knox Sherrill made four 15-
minute appeals (to fit the four time zones)
last 29 February for funds for an Episco-
pal world relief fund, and by 1 August
contributions totaled $1,360,000 and
are still coming in.

The radio series is being heavily pro-
moted. Over 5,000 Episcopal clergymen
and promotion chairmen at the parish
and diocesan levels have received pro-
motion packets. These contain suggested
announcements to be made from the
altar during the announcement period
each Sunday. They also contain sug-
gestions for building listenership among
members by means of organized telephone
groups, invitations to listen at home,
reminders of coming programs at church
meetings, and notices in parish bulletins.

The "commercial" in each program
comes in the last two and a half minutes.
(Please turn to page 70)

NOVEMBER 1948

Indicative of the great market represented by farmers and their families is this 25,000 who turned out to see a WLS (Chicago) antiweed demonstration

over-all

How in sell

farmers

Department of Agriculture survey ^reveals

I hat successful farmers listen

most to radio's rural service programs

The fact that you talk to
rural audiences via specialized
farm programs in practically any sec-
tion of the country doesn't mean you
automatically sell your services, your
goods, or your "institution."

The content and handling of your
commercials, for one thing, can cost you
up to 50% in selling effectiveness, and in
extreme cases much more. Experienced
farm broadcasters have arrived at some
bedrock fundamentals to insure that
their sponsors get the most for their time
on the air. It sometimes happens, never-
theless, that sponsors or agency execu-
tives are themselves responsible for dras-
tically reducing the potency of their own
commercials.

Do you want to reach the whole farm
family, just the farmer and his wife, or
the wife alone? The time and the type of
program you select depends on your
answer.

Are there any reliable yardsticks an
advertiser can use to identify good farm
programing? What builds listener loy-
alty? How can commercials be made
more productive? The right answers to
these questions can mean — and have
meant— the difference between good,
indifferent, or no return at all for pre-
i inns advertising dollars. Fortunately,
the most successful farm broadcasters
have provided some good answers.

Early-morning programs are best to

SPONSOR

Representative of the well-to-do Farmer who listens to Farm service type programs is this mid-New York State Family, resting during their lunch hour

reach the whole family on the farm. The
kids are on hand for breakfast — and the
broadcast — before leaving for school.
But noon programs generally reach more
farmers and farm wives. The reasons for
this are logical.

The time a farm family gets up in the
morning is governed with surprising
consistency by the kirid of farming they
do. A fruit grower, for example, has no
reason to rise at 5:30 a.m., unless he's
harvesting, or tending to some emergency,
and he generally doesn't. A dairyman,
on the other hand, may be up long before
that. And if it isn't convenient for the
farmer to arrange his morning chores to
catch an early program, or if he thinks
he'll get what he wants from a noon
broadcast — he may skip the early a ; ring.

The noon hour is another matter.
Twelve to 1 p.m. will find the overwhelm-
ing majority of all rural folk in the house
for dinner. The typical radio is in the
kitchen or dining room, wherever they
eat, and it's usually on. It's tuned in
most cases to a special farm program,
when a good one is available.

What goes into a "good" farm program
at noon? What important difference is
there in the noon and the early-morning
broadcast?

The special farm broadcast, morning
and noon, almost invariably carries
market and weather reports — its most
important features. As reported in the

first part of this article (sponsor, Octo-
ber) they both may also carry informa-
tion on livestock, crops, soil conserva-
tion, machinery, labor saving devices,
etc.

This is important to the farm adver-
tiser because the more progressive and
businesslike a farmer is, the greater use
he makes of such farm information, ac-
cording to the U. S. Department of
Agriculture. Thus the quality of a sta-
tion's farm service becomes, to an im-
portant degree, a measure of the quality
of its farm audience.

Market news is to the farmer what
stock market quotations are to the finan-
cier. The morning reports, with certain
exceptions, are based on trading of the
day before. They indicate the probable
trend for the day. By noon the station's
market reporter can give the day's actual
quotations and trends.

Exceptions are certain important ter-
minal markets like New York, for ex-
ample, where trading develops so early
that by 6:30 a.m. it's possible for the
radio reporter to have quotations and
trends for the day.

But down in Philadelphia only 84 air-
miles away the market doesn't become
active until 10 or 10:30 a.m., so in that
instance noon would be the earliest a
farmer could hear a report on the day's
markets. A New Jersey farmer can rely
on early morning reports to decide

whether to head his truck to New York,
but not to Philadelphia, or even on down
to Baltimore.

Naturally, the kind of produce, the
part of the country, etc., finally determine
the type and currency of the market-
news broadcast. In New York, for ex-
ample, the fruit and vegetable market is
open from about 12 midnight to 6 a.m.,
so early morning quotations from it may
determine a farmer's harvesting plans for
the day.

Producers of "price-sensitive" com-
modities are more immediately interested
in market news than are those dealing
with relatively stable crops. Neverthe-
less, according to U. S. Department of
Agriculture surveys, the more alert and
successful a farmer is, the greater use he
makes of market reports in planning his
operations — when he'll harvest, how hard
he'll push his work, whether to hire extra
help, where he'll market his produce,
when to buy feed, etc.

Some stations feel there's evidence
that they pull as great a morning farm
audience as they do at noon. But the
USDA's Bureau of Agricultural Econom-
ics survey, based on a national sample
in 1945, revealed that of farm people who
hear market reports, 22% listen in the
early morning while M', listen during
early morning, while 61% listen during
the noon hour. Numerous independent
surveys by stations in widely separated

NOVEMBER 1948

'Milk Queen" Candidates are honored on WLS "Dinner Bell"

WTIC's Frank Atwcod covers 4-H youngsters Hartford County Fair.

areas of the country confirm the fact of
greater listenership to special farm, pro-
grams at noon than in the early morning,
or any other hour. However the low cost
of the early a.m. hours make them the
economical time to reach farmers.

There have been no conclusive studies
made to indicate what part of the noon
audience of a farm program duplicates
listeners to an early-morning broadcast of
the same station. Contest and give-away
mail pulls, together with other evidence,
lead some stations to conclude tentatively
they pull as high as 40% of their morning
farm program audience with their noon
farm broadcasts. Others believe they
pull as high as 80%.

Over-all, 12-12:30 noon is the most
popular time for the noon airing, but
there are exceptions. For example,
careful tests have convinced KVOO,
Tulsa, that the end rather than the
beginning of the dinner hour gets better
listening to their noon programs. Their
listeners are more likely to remain a few
minutes longer in the house if they are
hearing something they are interested in

Measuring irrigation show is KLZ feature

than they are to come in from the fields
or barns in time for the program start.
So says farm editor Sam Schneider.

The other principal ingredients of
the typical farm program, as reported in
part one of this story, are news (other
than of the farm), and music. Noon
programs are often shorter than their
early morning counterparts; therefore
those which use music usually have less
music than farm-service items. The
"strictly business" type of show and
that which mixes farm business and
entertainment each have loyal audiences.

The vital questions are: what are the
most important elements (1) in gathering
and holding an audience, and (2) in selling
the audience?

The farm audience is more than 13%
of all working people. They are by far
the largest group of workers with common
interests and problems. They're engaged
in a business that today requires highly
current and varied information. Radio is
the swiftest, most practical way to give
them that information, or to let them
know it is available and where to get it.

Phil Alampi (WJZ) reports on tomatoes

Wallace Kadderly (KGW, Portland,
Ore.), summed up the primary view of
the ideal farm program as, "to advance
the business and science of farming and
to encourage better farm living." Just
add the idea of entertainment and you
have the combined views of the most
successful farm broadcasters.

The first way, then, to be assured of an
audience with radios warm and waiting
for you is to select a program that is
authoritative and tailored to meet the
needs of its service area. You may not be
able to survey farm listeners, but County
Agents of the U. S. Department of Agri-
culture, officials in college and univer-
sity agricultural departments, etc., can
quickly tell you what kind of a farm
service job a given station is doing in
its area.

Size of a station isn't the only factor.
A tea pot (250-watter) like WENY,
Elmira, N. Y., may have a farm pro-
gram that actually dominates its own
area. WENY does a job for local firms
like Ray Reliable Credit Jewelers, as
(Please turn to page 96)

Crop reports are KSBW (Salina, Calif.) favorite

CKLW CAN

PUT YOUR

PRODUCT OVER

tu DETROIT a***

de^Uutely <jet MCJ K Ll ^^ tm f ulc ^ i /r°* ^ ed/i

tf&U

CKLW

50,000 WATTS, SOON! To keep well ahead of the expanding needs of this
fast-growing market ... to encourage a greater loyalty to public service and to strengthen our already
enviable position with listeners and advertisers alike . . . CKLW will soon broadcast with 50,000
watts. This greater voice will give the Detroit Area's best radio buy a new selling wallop beyond
duplication in this region! Watch for announcements to come!

Guardian Bldg., Detroit 26 Adam J. Young, Jr., Inc., Nat* I Rep.

J. E. Campeau , President H. N. Stovin & Co., Canadian Rep.

NOVEMBER 1948 45

selective
radio
trends

Based upon the number of programs and an-
nouncement: placed by sponsors with stations
and indexed by Rorabaush Report on Sel-
ective Radio Advertising. Reports for, August
'47-July '48 are averaged as a base of 100

As expected, selective radio business in September was up over the
last 12-month average. Greatest increase was noted in Pacific Coast
area with index being 25% higher than the average. New England
and Mid-West continues to be off slightly, but not enough to keep
the national trend from continuing up. Only category to show
sizeable increase was Drugs which was twice its August index
average. Food continues to dip showing the greatest loss of any
industry category. The national trend is based upon 235 sponsors
up 18 from August. Inability to obtain guaranteed time due to
political broadcasting has held back business placement until after
election. There is every indication that there will be a solid upsurge
in selective radio placement during November.

Per cent

250 —
200 —
150 —
100 —
50 —

AUG SEP L OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

Based upon reports from 2 35 * Sponsors

Aug. '47— July 48 average = 100.0%

Trends by Geographical Areas 1948-1949

AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

250- 2,280,000 Radio families

200 H
150

100-

250
200
150 H
100
50

9,166,000 Radio families

250
200
150 -I
100
50

11,387,000 Radio families

250-
200
150
100
50

6,399,000 Radio families

250 -
200
150
1CKH

4,766,000 Radio families

New England

Middle Atlantic

Mid-W**i«ri*

I^Iillil^PllI

—i«rn

Pacific m4

850

soo ■

150

Trends by Industry Classifications 1948-1949

77 Sponsors reporting

AUG SEP OCT NOV DEt JAN" FEB MAR APR MAY JUN JUL

S50 . 33 Sponsors reporting
soo

150
100

Food

Coirf«c0on«y

'For Ihli total « sponsor li regarded ai a tingle
be reported under a number of classifications.

corporate entity no matter how many diverse diviiions it may include. In the industry reports, however, the same sponsor may

SPONSOR

HEART#BEATS

SPECIAL TRADE PAPER EDITION

J/iOTft the Meant off &vvie/zica,

KANSAS CITY, OCTOBER, 1948

RADIO'S TOUGHEST AUDIENCE CHECK

KMBC-KFRM Team

Pioneers in Serving

Vast Trade Area

When KFRM went on the
air last December 7, it was
the first time in history that
the government had permitted
the operation of a broadcast
transmitter a great distance
from the main studios. Over
200 miles of special circuits
connect the transmitter, 10
miles south of Concordia, in
Cloud County, Kansas, with
the KMBC-KFRM studios in
Kansas City.

When Governor Carlson
threw the switch a new radio
voice for Kansas City's great
trade territory was born — The
KMBC-KFRM Team.

"The Team," an entirely 1 new
radio term, now is a household
word to millions who depend
on it for the best rural pro-
gram service. Many members
of the advertising fraternity
have tested and studied its ef-
fectiveness.

A dream of Arthur B.
Church, founder and president,
has become a reality. With
The KMBC-KFRM Team he
has accomplished Kansas City
primary trade area coverage
otherwise unobtainable.
* Phil Evans, director of
KMBC-KFRM Service Farms,
and associate Ken Parsons, are
two of the best livestock and
agronomy experts on radio to-
day. They deliver practical in-
formation, as does Bob Riley
who broadcasts the livestock
markets direct from the Live-
stock Exchange. Home econ-
omist Betty Parker and home-
maker Caroline Ellis assist in
providing a great home infor-
mational service. Erie Smith
heads a great news depart-
ment — tops on "hometown
headlines," too. Sam Molen
.sportscaster. author, is nation-
ally recognized in his field
The KMBC-KFRM Schoolhouse
programs have repeatedly won
national honors.

The entertainment field is
not overlooked, and the KMBC-
KFRM program staff of full-
time professional talent is the
finest in theentire middle west.

KPRM has doubled the po-
tential listening audience of
great program - building sta-
tion KMBC. Together, "The
Team" is enriching the lives
of the Kansas City Trade Ter-
ritory.

NOVEMBER 1948

Kansas Governor
Reports to People
Over Station KFRM

Governor Frank Carlson of
Kansas brings timely "Re-
ports to the People" of the
State each Sunday afternoon
at 1:30 p.m. on KFRM. The
Governor, at KFRM inaugural
ceremonies, stated: "With
KFRM, the farmers and stock-
men of Kansas have reliable
radio service from the great
Trade capital, Kansas City."

More Than 10,500 KFRM Listeners
Respond as Mercur y Hits 100°

Audience Loyalty Unprecedented

During the two week period from July 25 through
August 7, Station KFRM conducted an audience
contest, resulting in an avalanche of mail from loyal
listeners totaling 10,800 pieces.

Despite flood conditions in the State of Kansas
the first week, of sufficient proportions to isolate
many communities, and a heat | centage of votes went to the

wave the second week that
sent the mercury up to 100
degrees, the letters poured in.
The KFRM audience in their
response demonstrated a loy-
alty that is unprecedented —
and this in the lowest audience
response season of the year!

Listeners were invited to
write 50 words or less on "My
Favorite KFRM program is
because".

Every single program on
KFRM received numerous
votes as the favorite. It is sig-
nificant that the largest per-

KFRM Programs Link Rural Audience
To Trade Center

The KMBC - KFRM Team
brings millions of listeners in
the territory, who look to
Kansas City as their trade
capital, valuable service in the

form of market broadcasts,
grain, poultry and produce
quotations, news and informa-
tional features, and good en-
tertainment.

Mi»OU*l

1
1

*^A-* \

C.^

/ S |

i *

**„- -/"**"

•J
J

-■\^Xs-

1 \

I DESPR

Shaded map shows

mer contest, together with KMBC-KFRM

Ti response m KT*.\5

sum-
contours.

KFRM features devoted to
agricultural activities. The
economic factor of receiving
reliable, up - to - the - minute
market and farm information
(which aids farm families)
was mentioned repeatedly by
contest entrants. "Interesting
presentation of facts" was
praised.

Entertainment groups and
personalities of The KMBC-
KFRM Team received gener-
ous mention, too, indicating
the popularity of the talent
staff. Such outstanding enter-
tainment programs as The
Texas Rangers, Dinnerbell
Roundup, Brush Creek Follies,
and Western Roundup, re-
ceived hundreds of first place
votes.

Quite surprising to the con-
test judges was the fact that
several hundred entrants, al-
though asked to name a single
KFRM program, chose to
write their letter about the
station or the entire list of
programs carried by KFRM.
Many entrants stated quite
frankly that it was somewhat
difficult for them to select a
particular favorite, since in
their opinion, there were nu-
merous programs they con-
sidered outstanding.

This splendid response to
the contest, during a normally
slow season for letter writing,
made further slower by the
handicap of floods and a heat
wave, proves clearlv that
KFRM, teamed with* KMBC
has won the loyal attention of
millions of listeners in the
Kansas City Trade area and
is performing a vital service
for them.

WIP

Jn*oduees

"Kitchen Kapers", a half-hour "cross-
the-board" morning food quiz, is
another producer!

Begun in September, 1917, "Kitchen
Kapers" entered its second year
with 100% renewal of the original
1 participating sponsors . . . and 1 1
added starters!

\\ ant to sell food?

WIP

Ph ila delph ia
Basic Mutual

Reprvnpnted Nationally
EDU AIUI PETRY & CO,

LIVING HABITS

(Continued from page 37)

while collecting data on living habits for
such organizations as Young & Rubicam,
Batten, Barton, Durstine & Osborn,
Procter & Gamble, and others.

The data Yoell accumulated led him to
a concept of the "disposed audience."
"Disposed" listeners are distinguished
from other tuners-in as follows:

1 . They must be actually in a physical
position to listen.

2. They must be engaged in activities
that permit them to hear the piogram
(including commercials) with adequate
attention. (Standards have been worked
out for checking the quality of attention a
listener gives certain type programs while
engaged in various activities.)

3. They must be able to prove they are
listening by identifying certain program
elements.

In addition to enabling a sponsor to
identify specifically that part of an audi-
ence which is disposed to hear his program
and selling messages, Camera Action
studies tell a sponsor how to get more
penetration and appeal in his commer-
cials. Analysis of Yoell developed data
uncovers basic motivations in the use of
products and services. Tobacco, candy,
dry cereals, and railroads are some of the
subjects on which Yoell's variation of
depth interviewing has revealed facts
vital to advertisers.

Most people's activities revolve in rigid
patterns around a few fundamental ne-
cessities in the circle of living. These
bedrock necessities are taking care of
their business, their homes, their lives,
and their relationships with others.
There's little room for variation. That's
why planning radio advertising around
inexorable routines can turn such living
habits into gold.

A national user of daytime radio com-
missioned Yoell to get the facts on the
"disposed" daytime audience in a major
metropolitan market.

He learned that Mrs. Average House-
wife is up at 7:00, gets her husband off to
work about 8:00, sends the offspring to
school around 8:30, and spends the next
hour ('til about 9:30) washing dishes,
wiping the stove, and doing light kitchen
cleaning. After a second cup of coffee,
she straightens up the house and about
10:00 is ready for the heavy household
tasks, such as laundry, scrubbing, and
heavier cleaning.

The period from about 10:00 to 11:30
is generally reserved for the heavy tasks.
(Please turn to page 52)

SPONSOR

WNJR

NEWARK

announced
Sie a/t/wdntwient o£

Avery- Knodel, Inc.

New York Atlanta San Francisco Los Angeles Chicago

a& t/iefo national siefe/ie&entatmeb
e££ectiwe immediatetu

WNJR

Newark, New Jersey
5000 Watts 1430 Kilocycles

£RacUc Station o£ t/ie tAetwa/iA *Aew4>

NOVEMBER 1948 49

/oiP

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,1 I * I o (\ f\ c* /■ I

the man behind over ZUU Successful sales curves

^i^i„±: ~

r __._,*,«..* _ —

lor the sponsor interested in sales. Singm' Sam presents a unique ---J-

.« _ _ _ —

lis

opportunity. For never in radio's history has there been a personality

i "■»•—— -~ —

Jike 3am . . . never before a program series with such an outstanding

,~. , 111 •!«*•!

_j — _ _ reeoru ot major sales successes unbroken by a single failure.

These are strong statements t

hat carry tremendous weight with

prospective program purchasers ... it supported bv tacts. And facts |

I'll 1 • 1 ¥¥ 1 1

„„»,.« „»,«»»». „.* we nave in abundance . . . high Hoopers, congratulatory letters, ex-

• e 1 • . • I. 1 m.« »U 1 1

.*m ,*► *. _„ *. _ _ h». _ „ .. pressions ol real appreciation

it i «*« ■ i» i i

with the concrete figures. ^*^0 Hi
ocram series is the -Imu ^^r ^

^1 f. !

•

„„-^^^ This l.i-iiiniiii.' transcribed pr

a^Lr aaS

■ _ _ vou need to produce results.

Write, wire, or telephone ^^ II

iz ji

_ _ TSI for full details. Despite £

*"Mm a tremendous ^F i ^k

lz~~ - it

popularity and pull, the show

reasonably priced. ^^^« ^k

•

£1 *

8™ * ■*♦

g^ WW *M^.^***^-M-^^

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lam aa^Lf

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SPONSOR

NOVEMBER 1948

WF££'s mat

C. E. HOOPER

SH A R E-OF- A U DIENCE

REPORTS

MORNINGS AFTERNOONS

MAY- JUNE

JUNE-JULY

JULY- AUGUST

8 ,h 11

M*t th* SEPTEMBER

SIMCHSE

/?*& FREE & PETERS afout .

WFBL • WFBL-FN

BASIC CBS
IN SYRACUSE . . . THE NO. 1 STATION

LIVING HABITS

(Continued from page 48)

This holds true throughout the week for
78% of all housewives who listen to the
radio. It's around 2:00 p.m. before most
dialers have completed the heavier tasks
of the day. Routines vary with changes
in the seasons, changes in family composi-
tion, and changes in the socio-economic
status of the family.

The evidence, shown visually in the
chart illustrating this story, boils down to
two principles of utmost importance in
planning radio to reach the most disposed
ears for the least money :

1. When women are doing laundry,
scrubbing floors, taking care of children
and babies, they can not generally follow
conversation programs attentively. (But
they can follow music fairly attentively.)

2. When women are engaged in light
household activities, sewing, straighten-
ing up, etc., they can follow conversation
or any type of programs attentively.

Yoell found a high correlation between
the ability to identify certain program
elements, such as a character in a con-
versation program, or a specific musical
phrase or title in a music program, and the
ability to remember advertising claims.
This relationship between type of activity
and type of program holds true in prin-
ciple throughout the country, for both
men and women, and for day or night.

The manufacturer underwriting this
particular study received some amazing
figures on the difference between "audi-
ences" generally and a "disposed audi-
ence." Here's an enlightening illustra-
tion:

Twenty-five percent of the women with
radios tuned to a conversational program
were at the time playing with or watching
the baby or else busy with chores outside
the house! Their radios were in the
living room. Another S c ' t , whose radios
were also" in the living room, were in the
kitchen finishing their laundry.

By applying a formula (developed and
owned exclusively by his organization) to
the research data, Yoell can provide a
disposed audience rating that tells an
advertiser how many people actually
heard, or heard and viewed, his com-
mercial.

Camera Action interviewing and analy-
sis of its data, report experiences that
help build motivations in the use of
products and services. It defines these
motivations. This story in turn gives the
sponsor more productive copy themes for
reaching his prospects.

This type qi interview, said to be ex-
(Please turn to page 66)

SPONSOR

A STATEMENT OF

MUTUAL'S POSITION ON

"AUDIENCE BUYING" AND"GIVEAWAY" PROGRAMS

By EDGAR KOBAK, President, Mutual Broadcasting System

THERE lias been widespread misunderstanding about the
issues involved in "giveaway" programs on the air. The
confusion may be traced to two principal factors: (1) incorrect
and loose use of the term "giveaway" and its application to
two distinctly different types of shows; and (2) the misunder-
standing arising from the difference in the objectives of the
FCC on the one hand and the NAB Code on the other.

Tliis statement of Mutual Broadcasting System's position
is an attempt to clear the air.

First, then, let us consider the confusion in the term "give-
aways." There arc, as we said, two distinct types of programs
involved — one which rewards the listener for listening (or
which "buys" an audience) and the other which rewards par-
ticipants in the show— someone selected from the studio audi-
ence or someone who submits material used in the program, lb
clarify this distinction, we suggest these definitions:

a. programs which give away prizes to the radio audience
for the purpose of getting it to listen. Because the usual
device by which this works is the telephone, these might
be termed "telephone-call" shows;

b. programs which give away prizes to the studio audience
for participation and to persons submitting material for
the shows, and in which the reason for listening is pro-
gram and not prizes. We might call these "giveaways"—
more accurately, they are "audience participation" shows.

Now as to the difference in the aims and objectives of the
NAB Code and the FCC. The Code (which becomes effec-
tive January 1 , 1949) seeks to eliminate programs which "buy"
an audience. Here is what it says on the subject:

"Any broadcasting designed to 'buy' the radio audience, by
requiring it to listen in the hope of reward rather than for
the quality of entertainment should be avoided."
Obviously, this language needs clarification, because there
is still considerable disagreement as to what constitutes "buy-
ing" an audience. But we'll come back to this later.

The FCC's objection, on the other hand, is based on Sec-
tion 316 of the Communications Act which was deleted as of
September 1. 194S. and rewritten with no substantial change
as Section 1 304 of the U.S. Criminal Code by the 80th Con-
gress and became effective September 1 . This section prohibits
the broadcast of "... any lottery, gift enterprise, or similar
scheme . . ."

# * *

After consideration of the entire problem. Mutual decided
not to broadcast "audience buying" shows. We made our
stand public and the general and trade press carried the story
on September 1. Here's the way wc look at it.

As members of the NAB, we have subscribed to the Code.
We will live up to it. We think the provision about "buying
an audience" docs not need to be changed, but rather— clari-
fied and strengthened.

And so, by January 1, wc will eliminate from our network
any program which we believe "buys" its audience. One of
our programs has already been taken off the air.

On the other hand, shows like our "Queen For A Day",
"True Or False", "Take A Number", "The Better Half",
"Quick As A Flash" will be continued, because, as wc sec it,
they come under the program type we defined as "audience
participation."

In brief: wc arc going to discontinue "audience-buying"
shows because we intend to live up to the Code of our industry;
also, wc feel that shows which depend on prizes and devices to
gain listening, are not good radio and, in the long run, not
good for radio. (We think broadcasting is here to stay!)

Our action was not taken because of the FCC's "entirely in-
terpretative" rules which "do not purport to add to or detract
from the statutory prohibition" against lottery programs.

For one thing, a substantial body of legal opinion seems
agreed, despite the FCC, that "telephone-call" shows as such
cannot legally be stopped. There would seem to be confirma-
tion of this in the fact that, although Section 316 had been in
the Communications Act for years, the FCC apparently con-
sidered it necessary to write up new rules — just at the time
when the NAB Code is beginning to take effect.

For another thing, we are convinced that we do not need
the FCC to tell us broadcasters what is right or wrong with
programming. And, it is our belief that once the Code is in
operation the FCC may well have "lottery" rules — and no
programs to use them on.

But now comes a danger to which wc cannot close our eves.
If the industry, reaching the decision that "audience-
buying" programs are poor radio, should abandon them, there
may well be no more "telephone-call" shows for the FCC to
forbid. But it is conceivable that the FCC may use the new
rules to move in on "studio giveaway" shows, even though
broadcasters and listeners both want them.

To put this in another way: if it is possible, today, for the
FCC to say "away with giveaways"— it will be possible, tomor-
row for the same or another body to say "away with mysteries,
or symphonies, or comics, or drama or documentaries."

It will be possible, the day after tomorrow, for some group
to say "away with freedom of the air."

MUTUAL BROADCASTING SYSTEM

WORLD'S LARGEST NETWORK

The

I'it'koil l*;inH
answers
31r. Il> slop

The fact of the
matter is that
Storecast is a rare
and hard-to-classi-
fy bird which re-
fuses to fit neatly
into any known
pigeon hole.

Actually, Store-
cast is advertising;
it is merchandis-
ing; it is sales promotion — and then some.
Inasmuch as Storecast transmits com-
mercial announcements to substantial
audiences in the millions, you can call it
"advertising."

Inasmuch a« Storecast 's audiences are
finely-screened guaranteed audiences of
customers right at the point of sale in
several hundred supermarkets (in addi-
tion to FM home listeneis in the metro-
politan Chicago area) you might call us
"advertising — and then some."

Inasmuch as Storecast employs crews
of merchandise men who visit all these
supermarkets biweekly to see to it that
our sponsors' products are kept in con-
stant good supply, that they are well dis-
played and stacked in good shelf position,
you can call us "merchandising."

Inasmuch as Stoiecast employs other
research crews who inventory all Store-
cast products to determine sales effective-
ness and who maintain a running panel of
product movement for our subscriber's
benefit, you should probably call us
"merchandising — and then some."

Inasmuch as Storecast conducts pro-

Mr. Sponsor Ms ...

"From which budget should an advertiser take
promotional dollars for storeeasting — Advertising?
Sales promotion? Merchandising?"

Hector J. Hyslop

Associate Advertising Manager
Diamond Crystal-Colonial Salt Division
General Foods Corporation, N. Y.

motional efforts which involve such things
as holiday programs for supermarket per-
sonnel, product demonstrations, produc-
tion and staging of supermarket food
festivals, and so forth, you can call us
"sales promotion."

Inasmuch as our promotional efforts in-
clude the conditioning of customers with
soothing "music to buy by" and create an
atmosphere which may reduce tension and
fatigue, thereby keeping the customer in
the store a little longer, you might r?ll us
"sales promotion — and then some."

Storecast is a combination of all of the
above and hence it can't properly be said
that the advertisers' dollars should come
from any of the three categories indicated
in your question. The fact is that Store-
cast is a category by itself and at least one
of our subscribers — one of the nation's
largest food advertisers — has already set
up a separate category in its budget
labeled "Storecast."

As to where money for that separate
category should come from, it is difficult
to evaluate the exact percentage which
should be paid out of advertising, mer-
chandising, or sales promotion.

In a few isolated instances where Store-
cast has sold announcements alone with-
out any of the additional features of mer-
chandising or sales promotion — an an-
nouncement campaign for the world pre-
miere of a movie in Hartford is a case in
point — we figured announcements at
about 65% of our established rate. I
would say that the breakdown might be
advertising 65%, merchandising 25%,
and sales promotion 10%.

I wish I could have answered this ques-
tion in fewer words and could have seemed
less vague, but this is not a new problem
to us and to many of the agencies with
which we have dealt, and this is the best
answer we've ever been able to come up
with.

Incidentally, thanks very much for the
tribute to Storecast in making it appear

in your question as a good generic word in
lower case. Actually — and please don't
think me stuffy for saying it— "Storecast"
is our coined and registered name.

Stanley Joseloff

President

Storecast Corp. of America, N. Y.

The choice be-
tween taking pro-
motional dollars
for storecasting
from advertising,
sales promotion, or
merchandising is
really not a three-
way choice at all.
It's a two-way
choice.
Since few if any advertisers maintain
separate "merchandising budgets " the
answer to your question lies in a choice
between charging point-of-sale FM radio
operations to either advertising or sales
promotion. From my own experience in
merchandising operations, I would say
that it would best be charged to sales
promotion.

There are several good reasons for this.
Pint of all, it's the job of the sales de-
partment to see that store stocks keep up
with any increases of purchasing caused
by storecasting. If storecasting is a
function of the advertising department, a
lot of time may be wasted in paper work
and routine before the sales department is
aware of what storecasting is doing at a
store location, or when new storecasting
promotions arc due to start. Since the
greatest storecasting impact is in stores,
it is primarily a point-of-sale device.

Secondly, it is just as easy to integrate
storecasting into other point-of-sale pro-
motions as it is to add it to broadcast
schedules. Displays are usually made up
far in advance, and made so that special,

(Please turn to page 59)

SPONSOR

WCAO

BALTIMORE

r~^

^mm^

"Just ask your
Raymer representative

WHY CBS -TV IS

PI <■ " is a welcome addi-
fmcsl young l»' cnl ^^^^^^^

Here are the programs with the biggest audiences*
in Television:

TOAST OF THE TOWN (CBS-TV) with a 40.7 rating in
its top quarter-hour, tops all other Television ratings.

CBS-TV NEWS is the highest-rated news show in all
TELEVISION, with 10.8.

CBS- TV has all three of the top "strip" variety and
musical shows: FACE THE MUSIC, with a 12.7 rating;
PLACES, PLEASE, with a 10.9 rating; BOB HOWARD,
with a 10.1 rating.

CBS-TV has the two top "audience participation"
shows: WHAT'S IT WORTH?, with a 14.7 rating; WINNER
TAKE ALL, with a 19.0 rating.

And . . .

WCBS-TV leads all other New York Television sta-
tions in size of audience, seven days a week, in the
average quarter-hour between 8:00 and 11:00 p. in.

• L*t*«t Puts,- Rutin* Report S«pt. I94S

"Face the Music." CBS-TVs 15-
minute across-the-board airer. con-

*nt U hl«ht. OI, r. 0f 'u he most cont-
ent high-quality shows on the air
Web has recently added much more
production value by providing
songsters Johnny Desmond an!
Sandn Deel with a different set
each night. While the format is
always the same, the different back-
ground gives the show a new look
fSni ea « Stanza -, T " u "day night
Mi« n r , cx , amDl *. Desmond and
Miss Deel featured Latin songs
against a Mexican backdrop, while
the following night they sang ro-
mantic ditties against a simulated
seashore.

Two vocalists demonstrated com-
plete ease before the cameras pro-
jecting their ingratiating personal-
!>, es a ? niftllv as their songs. Tony
Mottola trio backed them excel-
lently, and the Idea of giving Mot-
tola some comedy "business" has
nypoed the show considerably. In
all. it remains a fresh, youthful
presentation and a highly-promis-
ing investment for several cate-
gories of advertisers, vahiktv

vision programming- «« abe tttng
and. auditory appeal, eac n lng

^e <>*«•, n \ S m C o°no ony »nd Its tor-

Th ere^-e £--£
^d°te -^ m ^S t \ n hit r is brought
nrogram. ana mui-i me \

P o r u? *nen the guest el ^ {
came to «■ * ft ° go odly amount ot

amount of hum ° r nm Ration anent
c ™psupmBOode°mer dgar store

, ne workmanship
Indians and other

Fates Good >i „.„

W o happy JSiuttK program,
to be mentioned about t ™ ^ Job
First OH F« <cs d m „letelv at ease
* "emcee. He ^"d what is »*l
klore the ««« r important, he was
haps even more in v ,„ lne

able to transmit tnu m was

guests. Secondlj- thj- V mll „.

done in such a iac " c arcc lv conscious
ncr that one «f scarce fc ar e
n problems o tec* nlQ , „„

still present in tc accolad0 t0

can think of no rodu cers.

the cameramen and v BJ , !boar d

s een„,j ,* ' KLE < RE) VIE W „ '

r'r « Aril's ':;:— ;",;..,. •■'-;--..n

s Park„, bj F.i s V '"•'-' of the! " • "" h ">o

: '" ■•" r --'M. ,,,;: ■" ( ' ,v «" '>.,„■„;", '"""•• show.
" hp " rf "^ 1 "■n.„\ M ' , ' ,h,h '--^v ; , . , ; < , i ,,, ' nc «'«

•■in extra . :i Grade A ,. • ,hl,s f«r ,„

sws&es-w^

=• 1ADIO DAILY

IN AUDIENCE

Why do more people watch cbs-tv? The answer can be given simply.

It's because CBS-TV gets better pictures on the screen.

That takes more, in television, than great entertainers (cbs-tv has them!).
More than great entertainment (cbs-tv has that!).

It takes what Ben Gross of New York's Daily News, writing about

cbs-tv, calls: "The New Look... top quality effects... that arc the talk

of the industry'.' These "top quality effects^' sensitively synchronized with

sound, come directlv from cbs-tv"s unmatched skill in lighting,

in camera-movement, in the selection and composition of each image

fluidly moving into the next, to please both the eye and the ear.

It's such top television skills, based on hours and hours of intensive
research that are making cbs-tv audiences so large.

Come and see for yourself.

CBS-TV

-first in audience !

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STEIN WAY HALL

113 WEST 57th STREET • NEW YORK 19, N

(Continued from page 54)

last-minute promotions can be featured at

very little extra expense.

Thirdly, sales promotion budgets, un-
like advertising budgets which are deter-
mined a year or so in advance, are more
flexible, and can allow for the addition of
exploratory expenditures in new mediums.
Walter Ennis
Merchandising Director
Calkins & Holden, N7 Y.

The question
posed by Mr.
Hyslop is a good
one. Storecasting
and its competi-
tors offer an ac-
tivity which is hy-
brid in nature. It
is an advertising
medium in that it
calls the attention
of the consumer to the merits of specific
products. It is also a merchandising tool
in that the contract includes extra retailer
activity at the point of sale. Hence,
there is good reason to ask: "Should I
charge the cost to the advertising or to
the sales promotional budget?"

Despite the importance of the merchan-
dising value of storecasting and allied
services, our clients have considered it a
very proper charge against the advertising
budget. Even before FM was added, it
was regarded as a medium which had
many of the characteristics of radio.
With FM, the resemblance becomes more
pronounced.

Furthermore, the cost of the service is
more in line with advertising than with
sales promotion budgets. A year's con-
tract for the two services now being
offered amounts to about $30,000 to cover
only three areas. If that figure were pro-
jected nationally, it is pretty obvious that
it would be well beyond the limits of a
budget for sales promotion or merchan-
dising.

Fred B. Manchee

Vp, Research, Marketing &

Merchandising
Batten, Barton, Durstine & Osborn
N. Y.

It's apparent
that the store
broadcasting serv-
ice does a three-
way job. It's ad-
vertising; it's sales
promotion; and
it's merchandising.
And it's clear too,
that since it does
all three, its bud-

get can't be assessed categorically against
any one of the three activities. In the
absence of a good theoretical basis, allo-
cation had to be arrived at pragmatically.
And, since no two advertisers seem to
have had exactly the same set of problems,
there have been almost as many prag-
matic solutions as there have been
advertisers. The shift to FM means that
along with the store audience, the adver-
tiser also reaches the growing block of FM
homes in the Chicago market. FM was
adopted because telephone lines weren't
available for all the Jewel Tea outlets. It
further complicated budget procedures
However, while the solutions have
differed in detail, some general patterns
have emerged. They have shaped up in
this way.

1. Allocation According to the Importance
of Function

An advertiser may not feel that all
three of the functions are of equal im-
portance. One may believe that major
national media should carry all of his
advertising load and that the importance
of store broadcasting is in its sales promo-
tion or merchandising efficacy. Thus he
will allot the entire budget to one or the
other of those two activities. Another
advertiser may look on store broadcasting
as being valuable only for its reminder
advertising.

2. For Three Jobs You Pay Three Ways
A few advertisers feel that because the

service operates in three areas, its cost
should be evenly split three ways. They
believe that it's either too difficult or im-
possible to assess the value of each
function.

3. The Pragmatic Approach

When Consumer's Aid was first pre-
sented, many advertisers were in the
middle of their budget year, and there was
no provision for such a service. So these
advertisers did the pragmatic thing. They
looked around for extra money in all three
budgets and took what was needed from
each to buy the service.

4. A Separate Fund

A few advertisers confounded by the
problem of dividing costs, instead of
splitting it, rightly, we think, set up a
special appropriation for store broadcast-
ing.

While it's possible to go into many more
variations of cost distribution, our experi-
ence to date has brought us to these
tentative conclusions. We say tentative,
because we feel that after everyone has
had some more experience with store
broadcasting, many current ideas will be
revised.

(Please turn to page 64)

i i,ivi;-innmi
hike

oemmts
Aftmr

The lifeless body of lovely Marie LaRue,
clad only in a filmy nightgown, lay face
down in the half-filled bathtub. Still
clutched in her right hand was the bar
of a towel rack, and on the wall above
the tub's inner surface a broken section
of the bar's supporting knobs gave a
graphic picture of what had happened.
The hotel doctor, standing with Homi-
cide Lieutenant Evans in the bathroom
doorway, gave his reconstruction of the
accident. "One of the maids found her
this way, Lieutenant. Evidently Miss
LaRue had started to step into the tub
while holding to the towel rack for sup-
port. It broke and she fell, knocked un-
conscious when her head struck against
the inner edge of the tub. Death was the
result of drowning."

"Except for one fact," the officer said,
"I would say you are right. But that one
fact strongly indicates this woman was
murdered."

(Solution below)
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transcribed music and mystery show avail-
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or local sponsorship on 600 Lang-Worth
affiliated stations. For full information,
contact your station or its representative.

LAM-WORTH

feature programs, inc.

Network Calibre Programs
at £oeal Station Cost

STEINWAY HALL, 113 WEST 57TH ST.
NEW YORK 19, N. Y.

THE SOLUTION

•UMoamam e SuueaM a||L|M qniqieq e
0)U| sdais ueuiOM ou jeq) si pa^ooiJaAO aq |eqM )ng
l|.i-.|i qn) aq) o)u| 8uidda)s Uj )|asjaq jioddns 0|
aq p|noM qn) aq) puiqaq ||cm aq) uo paicooi *pej
|3moi e jo pioq ua>|C) a«eq pinoM anyen ssjw uos
-eaj A|uo aq) jeqi 3uiAes ui pajjoa sem jopop aqi

WARNING:

J"M!ke Mysteries" are protected by
(copyright Anyone making use ol this
feature In any manner without permission ol Lang-Worth
Feature Programs, Inc., is liable to prosecution.

NOVEMBER 1948

television hi ■'■■»>■ i ;\ i

SPONSOR: Park Camera U.IM 'I : Placed direci

CAPSULJ I \-l HISTORY: This Huntington Park
camera m<</>- advertised television tables m $25 on four
3-minute participations. Twenty-five were bought, some
by phone and some by customers who traveled all the way
to Huntington Park to get them. The same store demon-
strated television boosters priced at $27.95, and sold 7.5 of
them, all as a result of television demonstrations. Park
Camera has also had sales success with other television
items like " alco lenses, etc.

k I I \. Los Angeles

PROGR Wl: "Shopping at Horn.

results

ALLIGATOR FARM

SPONSOR: Harrv Hum

AGENCY: Placed direct

CAPSULE CASE HIS K )\{ -\ ■. During the Sunday night T)
program, " Magazine of the It eel;." Harry Hunt of the
I /// gator Farm showed a 5-minute film of his trained
alligator which is often used by Hollywood studios, is a

result of this general interest film. Harry Hunt reported
that in addition to normal paid attendance, over 300
persons visited the litigator Farm the following week.

Yfosl of them slated that they had been attracted by the
alligator movie on the television show.

K I LA, I .<.- Angeles PROGR Wl: "Magazine «.f the Week"

\vk i:s hi \«. > i \n ii is

SPONSOR; No.,.'

( APS1 M CAS] HISTORY: To demonstrate the pull of
1/ ll',l>\ wrestling matches, held every Thursday night at
9:05 p.m.. Dennis James introduced a "mystery hold oj
the week." it one point during the matches, the hold.

instead («/ being described, is announced as the "mystery

hold of the ii eel.." The first woman and man whose letters

are received win a box «/ candy and a box of cigars, respec-
tively. Over 1.000 letters uere received after the first
"mystery hold" na\ announced 80% from women.

w ABD, New 'i-.rk PROGRAM; "Wrestling Matches"

•IOII WANTED

SPONSOR: Russell Ireland

M.I \< > : Placed dhect

I APSULE < AS! HISTORY: Russell Ireland, advertising
man from Duluth, Minnesota, came to Los ingeles to find
a job. At first, hope was high he would find a fob on the
"next' interview. The job never materialized, •>" he de-
cided to use television to present himself to potential im-
ployers. He purchased a I -minute spot at 7:29 p.m. and
made an appeal, outlining his background. Numerous
phone calls resulted, and Mr. Ireland accepted a position
as advertising manager for a local firm.

K'l'I.V. Los \ii"<-lr? I'KcMiKWI: I -minute announcement

GLASSES

SPONSOR : Schwabacher-Frey

AGENCY : Placed direct

CAPSULE CASE HISTORY: Using a three-minute spot on
KTLA's participating show, "Shopping at Home."
Sc hwabacher-Frey, Los Angeles stationery and gift store.
showed viewers magnifying glasses which teen' being sold
at clearance. Prices ranged from under a dollar to $10.
During the next few days over 100 uere sold. Also demon-
strated uere various types of professional scissors. The
next day 18 buttonhole scissors, $3 a pair, uere bought.

KTLA, Los Angeles

PROGRAM: "Shopping at Home''

AUTO REPAIRS

SPONSOR CrisconiV AGENCY Yardis Advertising

CAPSULE CASE HISTORY: When John P. Crisconi,
President of the Philadelphia Motor Car Company (Olds-
mobile dealer) decided to stress his repair and service de-
partments rather than neu-car sales, he placed time on
"Batter I p" a sports ipiiz II show. As a result, many
automobile outlets have brought repair and service jobs to
his shop some from outside the firm's immediate area.
More than one has mentioned having beard of the company
for thi' first time on the television show.

WFIL-TV, Philadelphia PROGRAM: "Batter Up'.

IMM. I OOO

SPONSOR Nutrena Mills, Inc. AGENC1 Br

It. Itr

< APSULE CASE HISTORY: KSTP-T) sent out 500 ques-
tionnaires to Twin City television set owners to determine
product identification for one of its advertisers. Wutrena.
It ithin seven days I Ii' replies uere received. Oj the 142

replying, 121 indicated having seen and heard dog food
commercials on KSTP-T) : I0(i knew the brand as
\ulrenu: H had the wrong name (Purina. Champion,
etc. I; 22 answered "no" or blank. Brand-name identifica-
tion teas better than ~ V \ .

KSTP-TV, Minneapolis PROGRAM Announcements

J*n its endeavor to bring Detroiters a diversity of entertainment, WWJ-TV,
Michigan's first television station, has added weekly televised broadcasts of
the Detroit Symphony Orchestra to its ever-growing list of program features. Compli-
ments received from the thousands of television set owners in Detroit attest
to WWJ-TV's perfection in technique during the first broadcasts of the Symphony.
It marks another milestone in the progress of WWJ-TV, which, in its second
year of operation, has already become an effective advertising
medium in this multi-billion dollar market.

FIRST IN MICHIGAN

Ow„.d and Op.rat.J by THE DETROIT NEWS

National Rtprtttnlalivts: THE GEORGE P. HOUINGBERY COMPANY
ASSOCIATE AM-FM STATION WWJ

mujj -w

NSC Tmltvitnn Nrtvrork

NOVEMBER 1948

A Service oj Radio Corporation of America

YKS SIR, between summer and fall of I'MM. \\M.
Television has doubled its weighl in advertisers
— a bulging increase of more than ]()()'' in signed
network sponsors.

ITEM: man) ot the largest and most experienced ad-
vertisers in the nation— like Procter & Gamble, Philco
ami Colgate -Palmolive-Peet. They're spending more
and more nione\ (new mone\ in addition to radio
funds) on NBC Network Television shows.

ITEM: television sponsors new to the medium recruits
Irom printed media like Hates Fabrics, Bigelow-Sanford
Carpets and Disney Hats. Disney, confident oi reaching
.1 substantial part oi its market with television, now

allocates the major part oi its advertising mone) there.

ITEM: television him recordings to carr\ the message
beyond the limits oi the present NBC Eastern Tele-
vision Network until the da) when sight-and-sound
will be linked directl) Irom coasl to coast.

ITEM: today, more network sponsors than all other tele-
vision networks combined — and Nl>(! all but sold out
m the evening hours.

^ es sir, it sure has grown — grown in wealth oi program
material and versatilit) for viewers as it increases in
proved sale-- effectiveness for advertisers. l'M.'l is the
year for America's No. 1 Television Network.

New NBC Television Network Sponsors

Idmiral Corp.
Hniis Fabrics, Inc.
Bigelow-Sanford Carpet Co., Inc.
Chevrolet Dealers
Cluett-Peabody
Colgate-Palmolive- Peel Co.
Disney flats
International Silver Co.
Julius Kayser & Co.
Phi I co Corp.
Procter & Gamble Co.
Sherwin II illiams Co.
E. R. Squibb & Sons
Stms/iine Biscuits, Inc.
Sylvania Electric Products, Inc.
Unique Art Manufacturing Co.
Vick Chemical
Walco Tele-vue Lens
Whitehall I'harmaial Co.

Continuing NBC Television Network Sponsors

American Tobacco Co.
Firestone Tire & Rubber Co.
General Foods Corp.
General Electric Co.
Gillette Safety Razor Co.
Gulf Oil Corp.
Kraft Foods Co.
Motorola. Inc.
R. J. Reynolds Tobacco Co.
Swift & Co.
The Texas Co.

BMI/^-

Hit Tunes for November

Hi|| S Ranse)
Eddy Arnold— Vic. 20-2806

BOUQUET OF ROSES

Dick Haymes— Dec. 24506 .
R«x Turner— Varsity 8001

CITY CALLED HEAVEN ^)

Una Ma. Carlisle-BI. 11871 . Will B ' ad ^T C 6 °' 67 36897
Barry Wood-Vic. 27589 . Les B'own-Okeh 6367
Glen Gray-Dec. 69838 . Shep Fields— Bl. 11255

COOL WATER (American)

\ZlrL P^^rs-Dec. 46027, Vic 80-1 ,7 MjVfc . W-|076
FoyWillinS— Maj. 6000 . Derry Falligant-MGM 1 0256

CUANTO LE GUSTA <m

Andrew, Sisters-CarmenMirand.-Dec. 24479 X.vi.r Crf-Col. 38239

Eve Young— Vic. 20-3077 . Jack Smith— Cap. 1 5280

DONT BE SO MEAN TO BABY 0^0

Pes9y L««— Cap. 15159 . Duke Ellinston Col— 38295

HAIR OF GOLD

(Encore)

(Mellin)
U.MnnnicaU— Universal 1 21 . John Laurent— Mercury 5172
Vack m E O :«"on-M.«o1on.2018 . Art L«"*-M6M 10858
Gordon M.cR.«-Cap 15178 .Jack L.tro^-Vc. 20-3109

I WANT TO CRY w^o
IN MY DREAMS cm

Vaughan Monroe— Vic. 20-3133

LONESOME (Republic)

Sammy Kaye— Vie. 20-3025

PLAY THE PLAYERA 0***

P^o" V. U ,Va^v!c. 3 2 8 ? 8 1 8 045 . tZtttttf?** Li 9 M-MGM-

RENDEZVOUS WITH A ROSE u^)

Buddy Clark-Col. 38341 . Bob Eberly-Dec. 24491

Pepper Ne.ly-Bull.t 1056 . Pied P.per-Cap . 1 5216

Dick Wong— D ft D 45-1903 . Snooky Lanson— Merc. 5188

TUNE ON THE TIP OF MT HEART, THE

Sammy Kaye— Vic. 20-2746

WALKIN' WITH MY SHADOW cw«*»*mo»w)
WHEN YOU LEFT ME *«*

Larry Green— Vic. 20-2049 . Russ Mor 9 an— Dec. 24503

WHY DOES IT HAVE TO RAIN ON SUNDAY

Freddy Martin-Vic. 20-2557 . Dennis Day-Vie. SO-2377
Snooky Lanson-Mere. 5082 . Milt Herth Tno-Dec. 24388
BealeSt. Boys— MGM 10141

WITH A TWIST OF THE WRIST «

Tony Pastor— Bl. 11022 . Kay Kyser— Col. 36075

YOU STARTED SOMETHING bmd

rXafiSMP- Korn^^-M^M^^'ld^d^MGM 10214

YOU WALK BY ****

Jerry W.yne-Bobby Byrne-Dec. 3613 . E<My Duehin-Col. 35903
Chanoteers-Col. 36027 . Wayne King-V,e. 27206

YOU WERE ONLY FOOLIN' Barron -Shap ,ro -Bernstein)
Blue Barron-MGM 10185 . Ink Spots-Dec 24507
Kay Starr-Cap. 15226 . Eric Wh,tely-Col. 38323

*Soon to be released

BROADCAST MUSIC INC.

580 FIFTH AVENUE • NEW YORK 19, N. Y.
NEW YORK • CHICAGO • HOLLYWOOD

(Duchess)

MR. SPONSOR ASKS

(Continued from page 59)

With the larger national advertisers
there is little concern with the question
at present. A company spending a
million dollars for advertising and also
spending heavily for sales promotion and
merchandising can easily prorate the cost
of store broadcasting among these three
accounts in direct proportion to its ac-
complishments for their product.

With smaller companies store broad-
casting often represents a larger outlay in
comparison to the total budget and they
will either make a special appropriation
for it or charge it to all three budgets in
proportion to their ability to absorb the
cost or in proportion to what they guess
to be the relative importance of the
three activities.

So perhaps the best way to summarize
it all is to interject our point of view as the
seller. The theoretical question of where
to charge store broadcasting isn't nearly
so important as the fact of trying it, to see
how it works and determine the sort cf
job it accomplishes. And when you see
how well it does work, you can then sit
down with your three managers and your
accountant to reach a decision on how to
split the cost — and it is our hunch that the
decision very probably will be to set up a
new account — Store Broadcasting.

James L. Hyde Jr.
Vp in Charge of Sale s
Consumers Aid Inc.
Chicago

;,\

TV COMMERICAL

(Continued from page 29)

its punch. The type of film commercial
used today in TV which can stand up
under the greatest number of scannings
and still retain major sales impact is the
commercial whose pitch is based on
public service.

The current TV spot schedule of Stand-
ard Oil illustrates this fact. Esso spots
(about IS altogether) are rotated on a
five-a-week schedule. Of them, those re-
peated most with the least chance of
creating adverse viewer reaction are those
confined to billboarding; the rest of the
commercial is straight public service.
One Esso spot commercial was repeated
daily for two weeks with good effects.
The secret was simple. The one-minute
film featured some really helpful pointers
on highway safety. The selling value was
there but listeners didn't realize it, and
i raised Esso for its public-minded film.
(Please turn to page 67)

SPONSOR

1. Biggest audience for every
part of both day and night.

NEW ORLEANS

1st in the Deep South

—Based on Latest
Listener Diary Study!*

2. Biggest audience for the
week as a whole — -WWL
wins by almost 3 to 1.

3- Biggest percentage of wins
in all quarter-hours — WWL
wins 87%— 89.5% in day-
time.

4. Biggest net audience for
strip programs.

*Listener Diary Study made by Audi-
ence Surveys, Inc. — from accurate cross
section of the 559,970 families in the 94
counties credited with 50°o or better,
day and night coverage (BMB). Ask to
see the complete survey; your Katz
Agency representative has it.

. . . and WWL's locally pro-
duced shows win virtually as
large shares-of-audience as
CBS and transcribed pro-
grams.

This is definite proof folks turn to

NEW ORLEANS

A Department of Loyola University
WWL . . . 50,000 watts — High-power, low-cost coverage of the Deep South — dominating this new-rich market

REPRESENTED NATIONALLY BY THE KATZ AGENCY, INC.

NOVEMBER 1948 65

LIVING HABITS

(Continued from page 52)

elusive with the Yoell organization, leads
the respondent step by step through every
minute action leading up to and then
through use of a product. If, for example,
a consumer tells the interviewer he eats
chocolate bars because he "likes the
taste," this non-definitive answer is fol-
lowed up until the real meaning of
"taste" emerges.

Taste, Yoell discovered in a study for
a national candy manufacturer, means
infinitely more to a candy eater (or an
eater of dry cereal, for that matter) than
mere stimulation of taste buds.

This advertiser had decided to abandon
radio as unproductive when he called
Yoell into the picture. He'd been adver-
tising the tasty goodness of his candy.
That didn't sell candy.

He had conventional market statistics,
but they told him nothing about why
people eat candy.

Camera Action studies revealed a major
motivation in candy eating — the feeling
that candy is a reward. Candy eating
apparently is a minor celebration. This
is true with both men and women, al-
though the occasions which inspire or
justify the reward are usually different.
The roots of these feelings, as it's easy to
see, are in childhood experiences.

San Francisco*
wervone's a Plutocr*

MD ONE COLUMBIA STATION

SERVES THEM ALL

*Of the notion's 200 large?! cities,
San Francisco is rirst in per capita
net effective buying income.
Source. SALES MANAGI
Survey of buying Power dated
May 10, iy43.

oily hy U--I ».fy 1 Co l«<

I., .1., A .„„l, u „lFo.

J.l.o- 1,4
. C. ',(„.. ..

Eating candy for relaxation and ease of
tension is another important candy buy-
ing and eating motivation. The type and
taste of the candy consumed is directly
related to the reason for eating it. Party
candies, for example, aren't the type a
man would choose to eat during an after-
noon break, or a woman desires during
house-cleaning. This relationship be-
tween the type of candy and its con-
sumption has provided the sponsor with
additional copy slants.

Test radio campaigns by this manufac-
turer using a "reward" theme have al-
ready jumped sales substantially in test
areas.

A radio advertiser who makes dry
cereals discovered from Camera Action
investigations that taste was more im-
portant to his prospects than his adver-
tising emphasis had accounted for. A
pilot survey isolated in the minds of
cereal eaters such elements of taste as
size, body, and texture of the cereal units,
and indicated the lines a further quanti-
tative study of taste appeals should
follow.

It is Yoell's belief derived from Camera
Action studies that listeners do not
ordinarily believe advertising claims that
are outside their conscious experiences.
The majority of people interviewed on
their candy eating habits weren't aware
of candy advertising claims, or didn't
believe what they heard or read.

In a study for Cecil and Presbrey, Inc.,
Yoell found that people generally don't
believe tobacco advertising. (Cecil and
Presbrey handles the Philip Morris
cigarette daytime radio advertising.)

More important, Yoell believes he
found out why. It is his conclusion that
people are incredulous because advertising
claims are contrary to their personal ex-
periences. The obvious corollary is that
believable copy must be related to con-
sumer experiences. There is ample evi-
dence to prove the soundness of this
approach.

Since smokers' experiences create smok-
ing motivations, Camera Action studies
bring to light a number ol fundamental
smoking satisfactions. No cigarette ad-
vertising, claims Yoell, has ever carried
out a consistent campaign appealing to
these satislai tions

To what, then, can cigarette advertising
successes be attributed? Yoell gives two
reasons. First, smoking has been on the
increase for the past 25 years. Any and
all ad-claims seemed to increase sales. It
took time for people to apply objective

(Please turn to page 74)

SPONSOR

TV COMMERCIAL LIFE

(Continued from page 64)

Another approach to the problem of re-
peating commercials in TV is found in the
use of live and film time signals and
weather spots. Although the faces of the
Bulova, Elgin, Gruen, Longines, and
other clocks seen in TV time signals
don't change oftener than once every
three or four months, the required element
of freshness is there. This is because the
time varies with every scanning, and
listeners are more aware of the service
factor of the commercial than the fact
that they are being sold something.

The same is true for weather signals.
The well-known Botany lamb has gam-
boled across thousands of TV screens in
the past eight years, with only slight
variations in the product-selling tech-
niques. The change in the type of
weather does the trick, and it is doubtful
that the Botany spots would have lasted
as long as they have with viewers if the
emphasis were on selling alone.

Many products are suited to neither a
live commercial nor a filmed public-
service approach. Any selling done for
them on the visual air must be designed
primarily to move products off store
shelves. In such cases, TV research
studies have shown that commercials
tend to have one of two effects : ( 1 ) The
interest in the commercial will be as high
as or higher than the interest in the enter-
tainment portion. (2) The interest will
drop sharply, and go lower than any other
portion of the program.

There is virtually no "middle-of-the-
road" approach to straight selling in TV.
Either it's good, or it lays an egg when
it's repeated.

American Tobacco Company's famous
square-dancing and marching cigarettes
are a good example of the type of straight-
selling TV commercial which can be re-
peated man) - times. They fall into the
"cute" class, but the stop-motion shorts,
made by Jam Handy, are imaginative
enough to catch the interest of viewers
almost every time. ATC has made about
ten such film commercials so far, for both
spot and program usage, but even then
the big tobacco firm takes no chances.
New films are made from the old ones, by
using the Jam Handy shorts with new
sound tracks added, thus giving the effect
of newness without having to spend the
big money needed to create new clips.

The limited-budget advertiser obvi-
ously can't spend the kind of money
American Tobacco does for ingenious film
commercials. But some advertisers are
I Please turn to page 70)

NOVEMBER 1948

His Touch System Keeps His Finger
On Top of the News from Washington

The "system" includes much more than an alert set of
fingers on a typewriter. His office staff, complete with
reporters and radio editors, works under constant |>i <•--
sure, sifting the news, confirming the facts, interviewing
the people who know why news is made. P>\ the time
he goes on the air, his 185-line script reflects precise
background data gathered by trained reporters.

The system pays off for listeners and advertisers as well.
Hi* \ast and loyal national audience gets "the top of the
news from Washington". His co-op advertiser.- gel re-
sults. Currenth sponsored on 316 stations. Fulton Lewis,
Jr. affords local advertisers network prestige at local time
cost, with pro-rated talent cost.

Since there are more than 500 \11?S stations, there may
be an opening in your city. II you want a ready-made
audience for a client (or yourself i. in\e-ligate now.
(heck \our local Mutual outlet or the Co-operative
Program Department. Mutual Broadcasting System,
1440 Broadway, M C 1<"> i or Tribune Tower, Chicago 111.

signed and unsigned

Advertising Agency Personnel Changes

(Continued from page 19)

SPONSOR

FORMER AFFILIATION

NEW AFFILIATION

Charles T. Clyne
Reginald Cochlan
I'hil Edwards
Paul Forrest
Kendal] Fost< r
Ira Alan Goff
Ralph Hart
Hugh ll<> le

El nn-r F. Jaspan

Man Kent

Major Waller R. Kim;

Ben Libin

Norman C. Lindqulst
T. G. Maguire
Dorothy McQueen
James I). McTighe
Mick] Oi inn

( ,fin\ [eve S< ii uberl
John I). Michel
J. hn K Mortland
Rudolph Montgelas
Nam j Myers
Roger Prj or
William Sloan
Richard W. Smith
Gloria F. Sobelman
Raj mond Spec tor
Da\ id Straus III
Erwin l>. Swann
A. Knrir Todd
Herbert True
Charles P. Tyler
Richard I'hl
Dcedee Van Pulllam
C. Frederic Volkert
Brevoorl Walden
Philip R. Warner
John Wellington
Charles I!. West
Paul M. Winship
Glenn Wiggins
Sanford F. Wolln

Blow, N. Y., acct exec

Ruthrauff & Ryan, N. Y.

Carl Byoir, N. V.. radio, TV dir

Dan 15. Miner. 1.. A., acct exec, radio dir

William Kstv. V V. pub rel dir

Scott & Williams. \. V.

Spitzer & Mills. Toronto, asst radio dir

Dancer-Fitzgerald-Sample, V Y.. superv o

com mi radio prodn
McGeehan & O'Mara, N. Y., acct exec

I S. Army (Public Information div). Wash.

chief of liaison branch
WW DC. Wash.

All-Canada Radio Facilities, Montreal

Olmsted & Foley, Mnpls.. radio dir

Badger & Browning & Mersey. N. V.

Campbell-Mithun, Mnpls.. vp

Buchanan. \. Y.. vp

John II. Riordan, L. A., media dept

K\\. H'wood., producer
Griswold-Eshleman, Cleveland, sr acct exec
Shaw-Shon. N. Y., research dir. acct exec
Raymond Spector. N. Y., pres (discontinued)

Biow, N. Y.. acct exec

Richard Jorgensen, San Jose Calif., acct exec

Watts-Payne, Tulsa Okla., radio dir

Biow, ,N. Y.. acct exec

Sullivan. Stauffer. Colwell & Bavles, H'wood.

CBS. H'wood.

Hevenor, Albany N. Y.

I'latt-Forbes. N. Y.

Bermingham, Castleman & Pierce, N. Y.

Ruthrauff & Ryan. N. Y.

Neal I). Ivey. Phila.

Merrill-Anderson. N. Y., acct exec

Kenyon o< Eckhardt, N. Y., acct exec

Reporter Publications. V Y.

New Agency Appointments

Same, vp

Bauerkin, New Orleans. \p

W. B. Doner. Chi., radio. IV dir

W. B. Geissinger, I.. A., radio. TV dir

Same. TV dir

Rodgers & Brown. N. Y.. acct exec, radio. TV dir

Same, radio dir

Brooke. Smith. French & Dorrance. Detroit, radio. T\ dir

Broomfield-I'odmore. Trenton N. .1.. radio. TV dir
Biow, N. V.. in chge prodn radio commls
Gardner, St. L.. work on Army recruiting acct

Bert M. Sara/.an. Wash., radio. TV dir
Malcolm- Howard, Chi.. TV dir
Erwin Wasey. Montreal, radio dir
Harold F. Stanfield. Montreal, radio dir
Same, assoc partner
Schank, N. V.. media dir
led Bates, N. V.. timebuyer
Weiss & Geller, Chi.. TV dir
Olmsted & Foley, Mnpls.. assoc partner
Same, pres

I.eo Burnette, I.. A., media head
Foote, Cone & lidding, N. V.. TV dir
Roy S. Durstine, I.. A., radio. TV dir
Same. Louisville Ky.. mgr

Kopeland, Silver Springs Md., radio copy writer
Raymond Spector (new), N. Y.. pres
A. W. Lewin, V Y.. radio. TV dir
Same, vp

Todd, Podesta. San Jose Calif., partner
Carter, Kansas City, radio. TV dir
Same, vp

Same. N. Y.. head TV activity
Kamin. Houston, radio dir
McCarty, Pittsb., acct exec
Federal. N. Y'.. acct exec

Needham & Grohmann, N. Y'., vp, acct exec-
Young & Rubicam, N. Y.. radio, TV dir
Paul Smith, media dir
Doremus, N. Y., acct exec
Same, vp
Edwin Parkin. N. Y.. acct exec, radio. TV dir

SPONSOR

PRODUCT (or service)

AGENCY

;

Atlantic Syrup Refining Co Inc. Phila.

Block Drug Co, Jersey City N. J,

M J Breltenbach Co. N. Y.

( lolonial Airlines. N. Y.

C\ A Corp. S. E.

Eastern Tobacco Co, Wilmington Del.

I i lipse Sleep Products Inc. N. Y.
Fleming-Hall Tobacco Co In. , N V

Gadget-of-the-Month Club, L, A

Gunther Brewing Co, Balto.

I loreni e Lustig

Madwed Mfg Co, Brldgepon Conn.

Metal I ile Products Inc. Hastings Mich

New Holland Mai bine Co, New Holland Pa.
Peerless Pen & Pencil Co. N. Y

I'l.isi ikon w estern, s. E.

Quakei Citj Chocolate K Confectioner) Co, Phila.

Reynolds Metals Co. Chi

Salad Products Corp, Clinton Iowa
kail Seller & Sons. Phila.

Southwest Airways Co, S. F,
sw it/er*s I Icorice Co, St I..
I >\ I.. i \u tomobile < io, I.. \.
Third Army llil(|trs. Atlanta

i , .. I ooda Newark V j.

Venus Beauty Stylists, Berkeley Calif.

Vineland Poultry Labs, Vineland N. I

w alsh Labs inc. Chi,

Hornet l Williamson inc. Indianapolis

William Wrlglej .It < Eld. Toronto

Quaker Maid Syrup

Mltilpoo Dry Shampoo

Pepto-Mangan

Air travel

Cresta Blanca Wine

Tobacco

Springs, bedding

Sano cigarettes, cigars, pipe tobacco . .
Gadgets

Gunther Premium Dry Eager
Women's specially store. .
Karen Dial-o-matic Cookers
Alumitile
Farm machinery
Pens, pencils
I neck

Good and Plenty. So Big candy bars
Lifetime Stainless Steel Household

( lookware
Lettuce Leaf. Olive-Infused Salad.

Cooking oil
Meal packer
Air travel
Candy
Automobiles

Army. Air Force recruiting
Foods
w omen's Intimate apparel

Poultry vaccines

Rodan rat killer

Candy

< Jicw Ing gu in

J. Robert Mendle. Phila.
Harry B. Cohen. N. Y.
Small & Seiffer. N. Y.
Seidel. N \

McCann-Erickson. S. F.
I ,evj Newark N. J.
Henry J. Kaufman. Wash
Deutsch iS, Shea. N. \
Ruthrauff & Ryan, H'wood.
Ruthrauff & Ryan, V Y.
Bobley, V Y.

Market Research anil Advertising, N. Y'.

I imlsav . New Haven Conn.
J. Waller Thompson. N. Y.
Eelaiul K. Howe. N. Y.
Benson M. Sherman. S. E.
Adrian Bauer. Phila.

James Thomas Chirurg. Boston

Maxon. N. Y.
( dements, Phila.
West -Marquis, S. E.
Kane. Bloomington III.
I oikwood-Shackelford. E. A.
Tucker Wayne. Atlanta
lew Newark N. J.
Ad Fried, Oakland Calif.
Eee Ramsilell. Phila

C. C. Fogarty, Chi.

Bo/ell Kc Jacobs. Indianapolis

Walsh. Toronto

ur.i k. io is

■M

f \ f JJ pi / p sails into new markets fast

with

SPOT

In the highly competitive soap
business, it takes fast, powerful selling
to launch new products with a
flying start. So it's natural that Lever
Brothers uses plenty of Spot Radio to
introduce its new detergent, BREEZE.

Starting with the nation's hard-water areas,
BREEZE has expanded market by market,
using Spot Radio to hammer home powerful sales
messages. Spot Radio starts working for Lever
Brothers well before announcements are
aired . . . through pre-campaign merchandising
of schedules that insures aggressive market-wide
retail support. Dealers know this potent
medium will bring in customers, and they prepare
to welcome them with stocks, displays and
promotions. As a result. Lever Brothers
attains profitable volume fast . . .
and then maintains it with continuing
BREEZE Spot Radio campaigns.

Whether you have a new product to establish,
or an old one that needs new sales, Spot
Radio can do the job. Find out about this
powerful, flexible medium — how it
works and how to work it — from your
John Blair man. He knows!

RADIO!

JOHN
BLAIR

V COMPANY

NATIONAL REPRESENTATIVES OF LEADII
RADIO AND TELEVISION STATIONS

BREEZE advertising is handled
by Federal Advertising Agency,
New York, New York

'Spot Broadcasting is radio advertising
of any type ( from brief announcements to
full- hour programs) planned and placed on
a flexible market-by-market basis.

Offices in Chicago • New York • Detroit • St. Louis • Los Angeles • San Francisco

NOVEMBER 1948

NOW!

5000

WATTS

KHMO

HANNIBAL

COVERING THE
HANNIBAL-OUINCY
TRI-STATE
MARKET

ni ««»mi.

42> COUNTIES OF

prosperous ftarkTwain Land

ILLINOIS • IOWA • MISSOURI
NATIONAL REP. — JOHN E. PEARSON CO.

oiee>

Mutwc£j/atu^<nk

1070 KC

' i i i i 1 1 1 i i i . ■

■ STATE ARIA
IOOO WATTS mi NITC

*S*m

Black's Poultry Company bought 63 stations
including WDNC, the 5000 watts— 620 kc
CBS station in Durham, N.C. Results? WDNC
hatched a lower per inquiry cost than all oth-
er 63 stations except one!

What do you want to sell more
of at lower cost?

DURHAM, NORTH CAROLINA

The Herald-Sun Station

COLUMBIA BROADCASTING SYSTEM

Rep. Paul H. Raymer

TV COMMERCIAL LIFE

( 'ontinuedfrom page 67 >

doing well with low-budget TV commer-
cials which are repeated several times a
week, or oftener.

Pioneer Scientific Corporation, makers
of Polaroid Television Filters, has sold
over 100,000 of them to date, mainly
through two one-minute films used in 17
TV markets and on their portion of
NBC's Howdy Doody. The Polaroid
films are the simplest kind of straight
product demonstration, featuring a prod-
uct which can be sold best by this
method. There are no frills or coy selling
techniques which the audience will tire of
seeing. Each of the films gets an every-
other-week repeat on. Howdy Doody, but
there it is integrated into a live commer-
cial featuring Howdy and Bob Smith, and
keyed in with a give-away premium.

It's another example of a TV commer-
cial that can stand up under repetition.
If the commercial is unim?ginative to
begin with, no amount of repeating will
make it sell a product. * * *

RELIGION

(Continued from page 41)

About two minutes are devoted to an
inspirational message. The last 30 sec-
onds allow the individual stations to cut
in with a message from a local clergyman.

The inspirational message takes its
theme from the play just heard by the
audience. In the first broadcast of the
series, of Cyrano de Bergerac, Cyrano's
long, self-denying love for Roxanne was
pointed out. It was observed that
Cyrano rose to great heights of char-
acter, and that he did it not by crying
out against his physical ugliness nor
by turning his wit to destroying the
marriage of Christian and Roxanne, but
by making something of himself. This
was followed by a reasoned appeal that
each man's battle with himself is not
easy, but is easier il lie has encourage-
ment and help. The message further
suggested that the listener's own chinch
could help him. If he was not a member
of any church, it was suggested that he
try the Episcopal Church. A booklet.
Finding Vino- Way, was offered to those
interested in finding out something about
the Episcopal Church. There was no
doctrinal slant in the message.

The cut-in by the local clergyman
localizes the Church's message. It con-
sists of a 1 5- to 30-second announcement
in which the Episcopal clergyman in the
area covered by each station introduces
himself, welcomes listeners to further

broadcasts, and extends an invitation to
the next Sunday morning service. This
cut-in is not feasible in large cities with
metropolitan audiences, but is confined
to these localities served by one or two
churches.

No Protestant denomination has ever
before embarked upon a dramatic broad-
cast series. The Episcopal Church is
sponsoring this series because it considers
that an effective radio program can
strengthen and enlarge its membership.
It expects to have within a short time a
listening audience of 10,000,000 people —
five times its present membership. It can
also hope, by reason of turn-over audi-
ence, to reach a good portion of the 70,-
000,000 people in the United States who
are not a part of any church.

The philosophy behind the series rests
squarely on the conviction that the
church is not to be brought to the
people, the people are to be brought into
the church. How effective the series will
be remains to be seen.

The Christian Science Church is
another user of commercial time on the
radio. It confines its major effort to a
15-minute transcribed program called
The Healing Ministry of Christian Science.
This program is made up in part of read-
ings from the Bible with correlative
passages from Science and Health with
Key to the Scriptures by Mary Baker
Eddy, the discoverer and founder of
Christian Science. The program also
includes the reading of a verified testi-
mony of healing from one of the Christian
Science periodicals, Christian Science
Sentinel or Christian Science Journal.
This program is carried on 105 stations of
the Mutual network, plus 424 unaffiliated
stations. The Mutual program is piped
out of New York, Chicago, Salt Lake
City, and Los Angeles on Saturdays at
4:45 p.m., local time. The stations air
the program once a week, at times ad-
justed to local conditions. Starting 1 Jan-
uary 1949 the transcribed program will go
over the full Mutual network of about
500 stations. The addition of some two
to three hundred unaffiliated stations will
bring the number of stations airing the
program to somewhere between seven
and eight hundred.

Though the Christian Science Church
receives free time on main stations
\\ Ml. Boston ; KFI, Los Angeles; WIBC,
Indianapolis; WJJD, Chicago; to men-
tion a few), the Church is ready and
willing to pay for its time. It believes
that it contributes to the welfare of the
station and the community thereby.
The Christian Science programs are paid
Phase turn to page 72)

SPONSOR

T O

RADIO STATIONS

WITHIN the past few days, every radio station
in the United States, Canada, Alaska, Puerto
Rico, I law. in, the Philippines, the Canal Zone,
Australia, ami New Zealand has been delivered
a prospectus outlining the operation ol the
COOP1 RATIV] PROGRAM SYNDK \
1K)\ PI \\

( ( )\( I I \ I I ) by, and ni >w l>i ing operated
lor. stations themselves, this Plan— the stations'
own— offers each subscriber a potential in
excess ni $20,000 worth of network quality
programs per week lor not in excess ol his
national, one tune, class-A, quarter-hour rate
per week.

IIIXDS subscribed by the over 100 initial sub-
scribers already guarantee delivery of at least

three program series per week to ever) sub-
scriber . . . each <>l tin calibre ol tin' first— the
live quarter hour "PAT O'BRIEN FROM
1\S||)| HOLLYWOOD" series, set lor
December 15th release. As additional sub-
scribers are added, tin fourth, fifth, and
succeeding serjes will be produced.

MM to-date response- to the Plan has been
immediate and enthusiastic. 879i ol the' sta-
tions initially interviewed . . . subscribed! Since-
delivery ol the' prospectus, station subscriptions
have mounted rapidly.

STATIONS are- invited to participate whei
evei the exclusive' has not already been taken.

lo aei|uiu- exclusive broadcast rights in your
primary area, phone, write, wire immediately.

BRUCE EELLS & ASSOC IATES

2 2 17 Mara villa Drive • Hollywood 28, California
Pli one : II Ol 1 v h ood

.;.-

just a few oj the typical markets and nations ahead} subscribed:

WRR, Dallas

koma, Oklahoma City

WD5U, New Orleans
W5AI, Cincinnati
KFDA, Amarillo
WAPi, Birmingham

wkgn, Knoxville
WRNl, Richmond
KROC, Rochester
kfjz, Fort Worth

WCON, Atlanta
wfbm, Indianapolis

wfdf, I lint

KABC, S.m \n: mi
KIOA, Des Monies

kbmy, Billings

KVET, Austin

ksjb, Jamestown

kuta, Sail I ake ( it)
wknx, Saginaw
KXYZ, Houston
KGHF, Pueblo
KPOW, Powell

cfcn, Calgary

koin, Portland
KFBC, Cheyenne
KLIX, Twin Falls
CFRN, Edmonton
kjr, Seattle
CJOB, Winnipeg

NOVEMBER 1948

RELIGION

Continued from page 70)

for by the voluntary contributions of
the members. Envelopes marked "Radii •
Fund" are always found in the pew
racks.

The transcribed Christian Science pn>
grams are aired to bring the message of
the healing ministry of Christian Science
to the radio audience. These programs aie
not broadcast during church service
hours, for the Christian Science Church
has found that programs broadcast during
Sunday worship hours encourage church-

goers to neglect regular attendance.
Branch Christian Science churches do,
however, sometimes sponsor local Sunday
service broadcasts once or twice a month.
The Church wants church-going. It be-
lieves that only spiritual consecration on
the part of each individual can keep the
nation safe from the perils which lie
ahead.

More extraordinary from a religious
broadcasting standpoint is the Christian
Science Monitor program The Christian
Science Monitor Views the News, which
is broadcast at 9:30 p.m. each Tuesday
night, Coast'to'Coast, on some 70'odd
ABC network stations. This 15-minute

ersistence . . .

is a most valuable asset. Men who hare
and use this quality always get some-
where. • Nothing else in the world ean
take the place of persistence. • Talent
nill not: nothing is more common than
unsuccessful men with talent. • Genius
trill not: unrewarded genius is almost a
proverb. • Education trill not; the world
is full of educated derelicts. • Per-
sistence and determination alone are the
omnipotent. • Through persistence R MAC,

established in 1926, trill soon iio to
.').<)<)<) ualts. unlimited, al 630, with an

audience oj one and one-<jiiarter million.

Mutual in San intonio

M\.mac -lV/

Howard II . Davis, owner

Represented Nationally by
THE JOHN E. PEARSON COMPANY

-■VVVVVVV-v^N'-v-V^

analysis of the news by Erwin D. Can-
ham. Editor of The Christian Science
Monitor, Rhodes Scholar, President of
the American Society of Newspaper
Editors, member of the American Dele-
gation to the United Nations Conference
on Freedom of Information, is often as
entertaining as it is informative. Mr.
Canham draws upon the Monitor's far'
flung correspondents who pour into Boston
a steady stream of news which is carefully
sifted and edited. He supplements,
analyzes, and interprets these dispatches,
drawing upon his 20 years of experience
in international journalism. The Mon-
itor's editor has many "informal" sources
as a result of frequent interviews with
national and world leaders during his
man) 1 "reconnaissance" trips abroad.

The Christian Science Monitor has a
highly loyal following not limited to
church members. An international daily
newspaper, it is highly respected through-
out the world. It is an editor's paper,
subscribed to by more editors than is any
other newspaper, and rated one of the
leading newspapers in the world by many
students of journalism. It is so esteemed
for its unbiased treatment of the news
that when only the four press associa-
tions are allowed representation at a
press conference, The Christian Science
Monitor is frequently the only independ-
ent newspaper represented.

Why does The Christian Scieyice Mon-
itor broadcast? Basically, to present the
radio audience with a reasonable, un-
biased interpretation of the news and as
a corollary, to manifest, by works,
Christian Science's influence for good.
The program pays off in subscriptions,
too — over 600 subscriptions are received
each week.

The Family Theater, brain-child of hus-
tling, 38-year-old Roman Catholic priest
Father Patrick Peyton, is, like the Protes-
tant Episcopal show, dramatic. It fea-
tures on Mutual Wednesdays (9-9:55
p.m., EST) either an original play or a
Broadway or Hollywood adaptation.
When it first went on the air the plays
were dull, heavily moral, but as time
went on and funds came in the scripts
grew defter, until today the program is
uniformly listenable theater. (Stolen
Symphony, a radio original, won the
1948 Ohio State University Institute of
Education b) Radio Award for religious
broadcasts over networks.)

The program gets its time from Mutual
free, provided that Father Peyton as-
sumes financial responsibility for all
other costs; that every program features
a big-name star; and that the program be
(Please turn to page 101)

SPONSOR

NOVEMBER 1948

ALL

ATLANTA

LISTENS

As Lockwood Doty
Edits The News

Twice daily, every week day,
Lockwood Doty presents news
events in concise and pungent
style to one of the South's largest
radio audiences. Atlantans prefer
these^ news programs for their
clarity, fairness and completeness.
Sponsors have found them pro-
ductive of extra sales.

Lane-Rexall is Doty's sponsor
12:30 to 12:45 P.M. The period
from 6:30 to 6:45 P.M. will be-
come available shortly because
of seasonal change in that spon-
sor's advertising. For a
top rated, result produc-
ing news program we
suggest you contact the
Headley-Reed Company
for complete details on
Lockwood Doty NOW!

ABC

IN ATLANTA IT'S

WCON

THE ATLANTA CONSTITUTION

STATION
5000 WATTS 550 KC

LIVING HABITS

(Continued from page 66)

evidence to claims. Second, other adver-
tising forces, such as association, repeti-
tion, etc., have their own influence.

Claims buttressed by medical men or
groups were a powerful stimulus at first,
also, because of the belief, ingrained from
childhood, that smoking is harmful to
health. There was, for example, an
initially favorable reaction to the claim
"this cigarette is less irritating because
. . ." But as time went on and objective
evidence of it was not forthcoming, results
became weaker and weaker. So the
Raleigh medical-based campaign (Brown
& Williamson switched agencies because
of negative sales trend) hasn't yet in-
creased B. & W. business.

Among the basic satisfactions Camera
Action studies brought to light were
cigarette smoking as a crutch to ease
situations and relieve tensions, as a
breather, and as a reward — this time with
a different quality than a candy reward.

An amazing conclusion is that there are
only two or three cigarettes in a pack that
are smoked primarily for pleasure.

The remaining 17 cigarettes (and
others) are smoked for different reasons.
Some of them are smoked because they
are mentally associated with pleasurable
things, or circumstances.

As a whole, smokers are by no means
wedded to a brand. As might be ex-
pected, however, Camera Action probing
revealed that the younger age group of
smokers switch most often and most
easily, and that one of the reasons is their
desire to conform (with hust>and, sweet-
heart, "gang," etc.).

The principal agency on the Philip
Morris account is the Biow Company,
Inc., who created and have been plugging
with great success the "no cigarette
hangover" theme. The success of this
appeal seems to illustrate in part the
working of Weber's (psychological) law
that the greater the intensity of the
original stimulus, the greater must be the
in< rease in stimulus to cause a perceptible
difference in the resulting reaction.

Smokers, in other words, have heard so
many medical, oi near-medical, claims it
takes a "shocker" to get a desired re-
action. The cigarette hangover theme
seems to provide that shocker.

Cecil and Presbrey sold Philip Morris
on using daytime radio to reach women
smokers via daily 15-minute segments of
the Mutual packages Heart's Desire* and
Queen for a Day. The agency, however,
is required to create their commercials

* %../ currenllyfypontored by Philip Morris.

within the framework of the "no hang-
over" theme.

Another kind of data from Yoell's sur-
vey, however, provides an advertising
technique which takes advantage of
specific experiences without regard to
copy content. Analysis of reasons for
brand switching reveals the important
influence of word of mouth discussions
about the relative merits of brands.

Astute David G. Lyon (son of Philip
Morris president Alfred E. Lyon), a Cecil
and Presbrey vice president, conceived
the idea of adapting this fact to his ail
selling.

The appeal is to women. So, instead of
having one or more commercial an-
nouncers make the pitch, Lyon selects
ahead of time a woman Philip Moiris
smoker from the audience. She goes over
with the announcer before the broadcast
her experience as a Philip Morris smoker.
There is no set script. The observations,
of course, are concerned with the "hang-
over" theme.

About half the commercial time is
taken up first with identifying the woman
in such a way as to establish her in the
feeling of listeners as a real person one of
themselves. Then with the announcer
leading they talk ad lib about Philip
Morris cigarettes and how she started
smoking them. If she's timid and stam-
mers a little, so much the better!

Lyon started this approach about six
months ago. The sponsor identification
rating on Queen for a Day leaped 25' ; on
the first check (less than 12 broadcasts
later) following use of the new technique.

Knowing the living habits of prospects
can result in more than turning prospects
into customers — properly employed it can
be used to turn prospects into permanent
customers. * * *

NORWICH PHARMACAL

(Continued from page 39)

Radio programing got another try from
Norwich in 1940, when they decided to
bolster their sales in New England (for a
long time a region where Norwich sales
were spotty). Their show, a low-cost
audience participation program called
What Bums You Up, brought no immedi-
ate results in the 18 weeks that it ran on
Yankee Network. What Burns You Up
fizzled out quietly. Norwich decided
then that radio was probably a bad bet
for them. When the show was becoming
just another memory to Norwich, they
became aware of a startling fact.

About three months after What Burns
(Please turn to page 78)

SPONSOR

KGO

B-2L.

#'"&£,

puts more power
in your sales message!

KGO's new 50,000-watt output gives
your radio advertising more power
where it does the most good — where
the most people live and listen. Nearly
70% of all Northern California's radio
homes are in the Metropolitan Bay
Area. KGO, with its increased power
and directional antenna, saturates this
area with a signal equal to that of a
100,000-watt transmitter! Directional
transmission avoids waste over the
Pacific Ocean and the Sierra moun-
tains. It focuses your message right
on the people you want to talk to.

But besides adding power in the
big-market section, KGO's new
strength multiplies its coverage. Now
its area of dominant signal strength
is three times larger than ever before.
And mail responses to nighttime pro-
grams come in from fantastic dis-
tances — as far away as Alaska! Let-
ters prove a listenable signal in seven
Western states and part of Canada,
in addition to 5] of California's 58
counties. When your advertising
message rides that signal, it's going
places!

Your sales story can find a big, ready-made
audience on one of these popular programs:

1. Michael Shayne 10:15 pm Mondays. Fast
action, thrills, drama, seasoned with humor.
Scripted by Larry Marcus, whom critics call
one of the best in the mystery business. Follows
Richfield Reporter.

2. Philo Vance 10:1 5 pm Thursdays. S.S. Van
Dyne's urbane crime-solver, with his old com-
panions District Attorney Markham and Ser-
geant Heath, is proving one of radio's most
popular sleuths. Follows Richfield Reporter.

3. Elmer Davis 6:15 pm Tuesday through
Friday. Calm, dispassionate analysis of the
news by one of the most respected reporters
on the air. A co-op program at local rates
with all the prestige of a full network show.

4. ABC Home Digest 6:30 am weekdays.
John Harvey, veteran showman and story-
teller, conducts this new KGO participating
show. It's tailored for full family listening and
soaring mail returns show its growing populari t v.

ABC

Call the ABC spot sales office nearest you for information about any
or all of these stations:

WJZ — New York 50,000 watts 770 kc KEC A — Los Angeles 5,000 watts 790 kc

WENR - Chicago 50,000 watts 890 kc WXYZ — Detroit 5,000 watts 1270 kc

KGO — San Francisco 50,000 watts 810 kc WMAL — Washington 5,000 watts 630 kc

ABC Pacific Network

American .Broadcasting Company

NOVEMBER 1948

trends

Based upon the number of programs and an-
nouncements placed by sponsors on TV sta-
tions and indexed by Rorabaugh Report on
Television Advertising. Business placed for
month of July 1948 is used for each base

TV business placement, which dropped during August, bounded
back during September in all categories. Greatest business increase
was in the local-retail over-all category which was up 18.9 from
August. Increases were noted in total business placement as well as
in business placed in sponsor's 10-city constant base. Constant
base areas show a much slower upward trend than do the total busi-
ness due to more and more cities adding stations. Food and Radio,
TV and Appliances together place 47.6% of all network business.
Tobacco and Jewelry place 53.3% of all national and regional selective
TV. Automotive and Radio, TV, and Appliances placed 61.2 of all
local-retail telecasting.

BREAKDOWN OF TV BUSINESS BY CATEGORIES

CATEGORY I JUNE I JULY I AUG I SEPT OCT NOV DEC

FEB MAR APR

TOTAL" AND TEN-CITY TRENDS

JUNE JULY AUG SEPT OCT NOV DEC JAN FEI MAR APR i MAY

NATIONAL ft REGIONAL SELECTIVE

LOCAL RETAIL

100.0 || o

111.2

Gray area: total units of business.
Base month: July = 100.0%

Black area: constant base
ol 10 cities, IS stations

NATIONAL ft REGIONAL SELECTIVE

110

Gray area: total units of business.
Base month: July = 100.0 %

Black area: constant base
of 10 cities, 19 stations

1380

119.1

LOCAL RETAIL

Gray area: total units ol business.
Base monlh: July = 100.0 %

Black area: constant base
ol 10 cities. 19 stations

CALIFORNIA

NOW, — for the first time — all the salient facts about television in Southern
California have been assembled in one study.

In September KFI -TV commissioned a leading Western research organization to find
answers for such questions as "Just how many sets does Los Angeles have?"
and "What's the tune-in?". Here are some of the highlights of that report:

SET OWNERSHIP: Approximately 28,400
as of September 1. Of these about 10%
are installed in public places, the
remainder in homes.

SETS IN USE: About two-thirds of all sets
are in use during the average evening
quarter-hour. Nearly 9 in 10 Southern
California set owners who are at home
use their sets some time during the
evening.

AVERAGE VIEWERS PER SET: About 3.5
persons.

These and many other important facts about TVaudience
and what's going on in the Southern California TV pic-
ture are contained in a presentation, "The TV Picture in
Southern California." We will be happy to show it to you.

KFI-TV is the blood brother of KFI, Southern California's ranking
station with listeners and advertisers for a quarter-century.

With its own complete and separate staff of TV experts, its all-new
RCA equipment, KFI-TV has established new highs in picture clarity
and entertainment during three months of experimental operation.

Now, KFI-TV is operating commercially five nights a week.
Discriminating Southern California advertisers like Union Oil,
Hoffman Radio, and Packard Bell have selected KFI-TV as the
station on which to invest their program budget.

KFI-TV is squarely in the middle of Southern California's television
picture — the best place to focus your television budget.

Represented nationally by
Edward Petry and Co., Inc.

NOVEMBER 1948

NORWICH PHARMACAL

(Continued from page 74

You Up left the air, Norwich salesmen
began to report that buying on the air-
sold product, Unguentine, was climbing.
What's more, the buying was traceable to
the show. Six months after the show's
demise, sales in the spotty New England
areas were at their highest point in years.
As Norwich puzzled over the news, they
realized then that overnight results for
their line of drug products were im-
possible in radio. But, the right program
might well bring in sales results ... if it
ran long enough.

Then the war came, and Norwich, up
to their ears in war work for the Army and
Navy Medical Departments, forgot about
network programing for awhile. For a
brief run in 1943, they sponsored a cap-
sule musical show, the 5-minute Grace
Morgan Sings, on WJZ, New York.
W hen the star of the show died suddenly,
the time slot was dropped, and radio went
back into the "future" file.

The war years passed. Norwich net
sales had jumped tremendously from the
prewar level, from a 1936 1940 average of
$4,500,000 a year, to their wartime peak
ot more than $12,000,000 in 1943. When
the first big cut-backs in military spending

f»

Oh uhut beautiful

er en in us for sponsors"

CINCI
first uuuin ...

%t DURING EVENING HOURS

ATI

SETS
IN USE

NET STA.

"B"

WCPO

NET STA.
"C"

STATION
"D"

NET STA.

"E"

26.1

18.8

32.9

20.0

n.9

12.3

lit DURING MORNING HOURS

16.2

14.6

26.6

25.5

14.6

16.6

lit IN TOTAL RATED TIME PERIODS

First According to August C. E. HOOPER ratings in Cincinnati, Ohio

20.8

16.3 | 29.6

25.3

13.9

11.8

Represented

The BRANHAM
CO.

were felt, the net sales tapered down to
$10,000,000 a year. Norwich started
looking again to the consumer market.
Their sales leader, Pepto-Bismol, had
done well during the war years, and had
increased 331 C ( in sales from the 1942
level. It looked like the most promising
item to promote.

Meanwhile, the American Broadcasting
Company was engaged in its own postwar
plans. With the first faint streaks of a
dawning buyer's market, ABC announced
a block of four new programs designed to
lure in business. ABC premiered the
block- The Fat Man, I Deal in Crime,
Forever Tops, and Jimmy Gleason's Diner
— en 21 January 1946. Of the four shows,
only Fat Man proved itself a success as a
sustainer.

Fat Man was a modestly-priced ($4,500)
mystery, and the only one which was
something new in radio. There had been
radio series about "private eyes" often
enough before, but E. J. Rosenberg, pro-
ducer of Fat Man. had built the character
from the ground up. The principal char-
acter is a tough, fat, drawling detective
who is the opposite of the Thin Man,
already well-established as a radio version
of Dashiell Hammett's suave detective
couple. The Fat Mari was a radio natural.
The actor who portrays him (J. Scott
Smart) looks, and above all, sounds as
a corpulent sleuth would sound.

The ratings on The Fat Man climbed
rapidly. From the initial report of 3.4, it
jumped in 10 months time to a solid 10.8,
with the share of audience increasing
from 8.1' , to 2 3.6' , . The Fat Man be-
came a good advertising buy, and ABC's
Ted Oberfelder, head of that network's
promotion department, lost no time in
pointing out that fact via the radio trade
press to advertisers and agencies.

Among those whose eve was caught by
the The Fat Man promotions was Paul
Gumbinner, brother of the head of Nor-
wich's agency. Paul, in his job as the
agencj 's radio director, had been keeping
a watchful eye, .it Norwich's request, for
a --how with a good rating, a good time
slot, and a family audience. In early
December, 1946, after having watched the
upward rating progress of the mystery
airer. Paul Gumbinner asked ABC for
more data.

Things moved in a big hurry after that.
ABC started a rush project on a presenta-
tion for the board, with Gumbinner offer-
ing numerous suggestions to ABC on the
kind ot information the Nona ich directors
would expect. By New Year's Day of
1947. the operation went into high gear.

On Thursday 2 January 1947, the
Please turn to page 95)

SPONSOR

NOVEMBER 1948

JACK SMITH

wes Mcknight

Plenty of top shows . .
and balanced program
ming . . . make CFRB
your best radio buy

NOW. with a step-up of p<>w«r to 50,000
watts — CFRB, Toronto, is out to reach

more Ontario listeners than ever before!

CFRB"s top shows are varied to suit
the preference of Ontario's listeners ... its
balanced programming providing a range of
radio fare for every member of the family,
has always ensured high listenership in
Ontario's rich and lucrative market.

The power boost on September 1st to
the potent new 50,000 watt transmitter,
and the change of frequency to 1010 on the
dial, with Ontario-wide promotional pub-
licity have intensified this market.

To you, the Advertiser, this means
more power to every dollar you spend for
CFRB advertising. So CFRB is still your
No. 1 buy in Canada's No. 1 market!

DOROTHY SHAY
"SPOTLIGHT REVUE

CFRB

1010
ON
YOUR
DIAL

REPRESENTATIVES:

UNITED STATES: Adam J.Young Jr., Incorporated

CANADA: All-Canada Radio Facilities Limited

SPONSOR

lo West 52nd

continued from page 11

Survey of the U. S. Department of Agri-
culture and from the National Associa-
tion of Radio Farm Directors reveal that
the maximum amount of farmers are most
accessible at midday regardless of the
type of farming in which they're engaged.
They also reveal that almost anyone who
lunches at home does it between 12 and
1 :00 p.m.

In line with this thought we have
spotted our farm news commentator. Will
Peigelbeck and his Country Folks program,
on our schedule from 12:30 to 1:00 p.m.
At this time many of the farmer's most
difficult and laborious chores are finished
— he's sitting down to a good meal and at
that time is interested and ready to find
out prices, weather, etc., because he is
still working but, at that time, he's in a
more comfortable frame of mind. He's
listening attentively hears not only farm
news but the sponsor's message better.

We have letters from farmers, dairy-
men, etc., which have been sent to Mr.
Peigelbeck, commending him on his
choice of time and the program content so
we can't be too far from wrong, can we?
James R. Ryall
Promotion Manager
WNJR, Newark, N. J.

that date. If some of the names were not
submitted on cards postmarked on or
before 8 August, the card with the name
and bearing the earliest postmark is the
winner.

The names selected by the panel of
judges (in order of the judges collective
votes) were 1, National Selective; 2,
Selective; 3. M-B-M(Market-by-Market) ;
4, Spot (believe it or not); 5, Impact; 6,
Focalized; 7, Patterned Radio, and 8,
Selective Area. Tied for ninth place were
Directed, Market Radio, Elective, Sele-
cast and Local Radio.

The winners are listed by names and
entries on page 33 of this issue.

Congratulations to sponsor for the lead
story 5:30 a.m. on the Farm in your
October issue.

You offer convincing proof of the fact
that there is no better time to reach rural
listeners. Here at WCCO we have
realized this for some time. In fact, John
Trent on his Sunrise Salute drew 17,523
responses for Kerr Glass (54 sales mes-
ssages given between 5:30 and 6:30 a.m).

During the 1948 Minnesota State Fair
WCCO conducted an informal survey
among farmers who visited the WCCO
booth. We were surprised at the number
who stated they listened to the early
morning programs on the radio installed
in the barn. Perhaps someday we can in-
itiate a survey which will include these sets.
Tony Moe

Sales Promotion Manager
WCCO, Minneapolis

NEW NAME FOR SPOT

(Continued from page 33)

August, even though bearing a winning
name, do not rate an award if a card bear-
ing that name was postmarked prior to

While sponsor had hoped that the
name selected by the judges would be ad-
judged by the industry's trade papers as
being the natural name to replace "spot"
as an over-all designation for national or
regional broadcast advertising placed on a
mnrket-by-market basis, it was generally
felt that the name was too long and that
"Selective" was better for common usage.
As a result it is "Selective" that desig-
nates all stories and reports concerned
with other than network advertising in
this issue of sponsor and in all forthcoming
issues. It will be used by the trade press
generally with the exception of Broad'
casting and Tide.

WSBT

— and only WSBT

— commands the

South Bend audience

Sure, people can hear other stations in South
Bend — but they listen to WSBT. This station
has won its audience through more than 27
years of personalized service to this market.
It gives listeners what they want when they
want it. This is why the ever-growing WSBT
audience remains loyal year after vear. Hooper
after Hooper. No other station even comes
close in Share of Audience.

PAUL

RAYMER COMPANY

5000 WATTS

NATIONAL REPRESENTATIVE

NOVEMBER 1948

s curve?

One of the vanishing "sacred cows" in radio is that large audiences have to cost
a lot of money. The fact is that CBS delivers large audiences at the lowest
cost per thousand families of any network in radio, large or small. And the cost
of circulation on CBS today is lower than it has ever been since 1939.

I MIA * J
The Columbia Broadcasting System

November 1948

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The "Huskies" at Poughkeepsie,—
WHEC In Rochester

....FIRST BY LENGTHS!

WHEC is Rochester's most-listened-to station and has
been ever since Rochester has been Hooperated!

WHEC is one of the select Hooper "Top Twenty"
stations in the U.S. — morning, afternoon and evenings!

■ • il^^»—

Lates

f Hooper before

closing time.

STATION

WHEC

MORNING

33.2

29.9

9.2

7.1

13.0

7.1

8:00-12:00 A.M.

Monday through Fri.

AFTERNOON

36.6

26.6

12.2

8.3

10.2

5.0

12:00-6:00 P.M.

Monday through Fri.

Station

EVENING

28.5

28.2

11.9

9.6

13.8

Broadcasts
till Sunset

6:00-10:00 P.M.

Sunday through Sat.

JULY-AUGUST HOOPER, 1948

Only

Latest be

r ore closing time.

BUY WHERE THEY'RE LISTENING: -

ot 13>c6etfet

N. Y.
5,000 WATTS

Representatives: J. P. Mc KINNEY & SON, New York, Chicago, HOMER GRIFFITH C O ., Los Angeles, San Francisco

NOVEMBER 1948

MANAGERS' LAMENT

(Continued from page 26)

real money. We are asked to knock our-
selves out selling listeners on a program
that may smell to high heaven and when
we do come through, nobody at the
agency involved has the good sense to say
'thank you.' Okay, maybe they think
that it's part of our job to promote pro-
grams on our station but if they were to
stop and check station program promo-
tion they'd be surprised to uncover the
fact that some programs receive a great
deal of promotion and some very little.

An agency with a good sense of 'thank
you' lands that extra bit of promotion
from stations. All business isn't done on
a production line basis."

Still another station manager reflects
the laments of practically all station
executives on the subject of contests
where a big prize goes to the station doing
the best promotion on a program. "It
isn't fair," says this broadcaster, "to ask
hundreds of stations' to extend themselves
advertising and promoting a program,
when there's only one prize. Maybe it's
a cheap way of 'buying' program promo-
tion but a sponsor would be far smarter to

<J/ft cadte/uv

mmmmi

iKUWOMA'mmmm

■^}\0'

Tulsa's only exclusive radio cen-
ter. Only CBS outlet in the rich
"Money Maiket" section of pros-
perous Oklahoma. Write KTUL,

Boulder on the Park. Tulsa, Okla.

soop watts

•'->J

JOHN ESAU

Vice-Pres. and Gen. Mgr.

AVERY-KNODEL, Inc.

Notionol Representative*

plan 25 awards instead of one big one.
He'd also be smart if he presented one to
each station doing an outstanding promo-
tion for his program and something extra
to the department head who supervised
the promotion. When Ken von and Eck-
hardt ran a Ford Theater promotion, the
award was a Ford station wagon — for the
station. It didn't sit too well with the
promotion men, who aren't the highest
paid at stations and who actually carry
the work burden. The personal element
is always present and the more an adver-
tiser remembers this the more promotion
he'll get for his broadcast advertising
dollar."

No station can give all its advertisers
equal promotion. If it were spread that
wide, explains one station manager, no
advertiser would receive enough promo-
tion to "fill his eye teeth." "An adver-
tiser should be satisfied with an occasional
promotion," explains another station
manager. "Moreover the more grey mat-
ter he (the advertiser) uses 'suggesting'
promotions to stations, the more promo-
tion his programs will receive. If adver-
tisers and their agencies would conceive
promotions that would not only promote
their programs but would make the sta-
tions and the networks feel that they too

LOOKING FOR
PROGRAMS?

SAotvsBef {
Network Stm* t

S£RV//V&

OMAHA &
Council Bluffs

BASIC ABC -5000 WATTS

Represented by
tDWARD HTRY CO., INC >

SPONSOR

would be realizing something from the
deal, they'd be surprised how much effort
a station would expend in promoting. So
man) 1 promotions seem a one-way street
that stations steel themselves into say-
ing 'no.' "

"If we seem to devote a great deal of
talk to the subject of promotion," ex-
plains one station manager, "it isn't
because we're het up on the subject but
that every station is beset by requests for
promotion and merchandising. We ac-
knowledge that broadcasting lives and
dies by promotion. We want to do our
best, but life is short and the budget
limited. Brother, can you spare a dime?"

Leaving the subject of promotion
problems behind, station managers in big
cities have a very special set of laments
pointed at sponsors and advertising
agencies. Many of the managers of sta-
tions in smaller metropolitan centers jo ; n
with the big city men in singing these
specific blues. "There isn't a week that
goes by," states the manager of a network
owned and operated station, "that an
advertiser or an agency executive doesn't
call me on the phone and ask me to audi-
tion some 'talent.' Most of the time the
'talent' has no ability — and even if it did,
it should be auditioned by our program
director not by the station manager.

WDEL

WGAL

WKBO

WRAW

WORK

WEST

Established 1922
WILMINGTON, DEL.

Established 1922
LANCASTER, PA.

Established 1922
HARRISBURG, PA.

Established 1922
READING, PA.

Established 1932
YORK, PA.

Established 1936
EASTON, PA.

Kepreitnttd by

ROBERT MEEKER
ASSOCIATES

Chicago

San Francitco

NOVEMBER 1948

New York
Lo» Angelei

When I ask the agency or sponsor execu-
tive about the ability of the young lady or
young man whom I am asked to audi-
tion, I usually receive an answer which
tells me that the audition requester
doesn't know. I know that everyone
wants to 'get into radio' but I think that
advertisers and agencies who want sta-
tions to do a better job promoting listen-
ing should know better than to waste a
major executive's time, just to impress
some youngster or her parent. Ft isn't
that we're not anxious to hear real talent
but that there're only so many hours in a
day. I like to see my family once in a
while."

The gripe about time wasted by the
"hopefuls" who want to get into radio
doesn't stop with having to see and hear
talent. Station executives are constantly
besieged by recommended salesmen, sec-
retaries, clerks, and even bookkeepers, all
of whom visit the station manager after a
telephone call or bearing a letter from an
important advertising executive. Time
is what broadcasting stations have to sell,
yet waste of executive time is greater in
radio than it is in any other field — except
perhaps TV. If "everyone" wants to get
into radio, "everyone and his brother"
wants to be in television.

(Please turn to page 92)

WhAtII I WEAR
THIS EVENING,

LUIGI?"

I ain't like the old days when "the
farmer's day was never done." Now-
adays with modern farming methods
that save time and make money, the
hayseeds in the Red River Valley frit
time (and dough) to have fun!

Yep, we got bistros and bingo! Itn I a
lot of the time we just relax and listen
to the radio. And mostly to II I) I) .
The latest Conlan Report (May) for
the North Dakota \rea shows that
evenings more of us listen to \\D\Y
(50.9%) than to the 17 nrxl best stations
combined. The nearest "competitor"
has only 11.8%.

If you want more faney figures, why
not write us or ask Free X Peters?
We'd he glad to send you t lie complete
report.

FARGO, N. D.

NBC • 970 KILOCYCLES
5000 WATTS

(-^a>-

Free & Peters, 1st

Fi .!....< N«iU»*l

Contests and Offers

PROGRAM

a SPONSOR monthly labulaiioa

JRMOUR & CO

Chiffon Snap
Flakes

Hint Hunt

MTWTF
4-4:25 pm

Various merchandise prizes awarded
daily

Send favorite household hint and Chiffon box-
top to program, Chi. If hint used on air, prizes
awarded

CBS

PAUL F BEICH CO

Beich Candy

Bars. Win?.
Bars

Whiz Quiz

10 10:30 pm

1 Jackpot prizes of merchandise to

question-senders 2 ["raveling clocks

riders of nominating li

1 Send set of quiz questions with two Whiz
wrappers to program, N. Y. If used,
awarded, 2 Send letter nominating friend to
appear on program. Judged on human :

COLGATE. PALMOLIVE-
PEET CO*

Super-Suds

Blondie

Wednesday

8-8:30 pm

Four 1949 Ford sedans weekly for six

weeks. Other merchandise prizes plus

year's supply of Super-Suds

Send last line to 4-line jingle with boxtop

from Super-Suds plus dealer's name to contest,

\ 5

VBI

SHC

CONTINENTAL BAKING CO

EVERSHARP. INC
P L0RILLAR0 CO
SMITH BROS CO
SPEIDEL CORP

Wonder Bread,
Hostess Cakes

Grand Slam

EVERSHARP INC

GENERAL MILLS

KRAFT FOODS CO'

KROGER CO

Pens, razors
I'M GoldCigs.
h drops
Watch bands

Stop the
Music

Eversharp
Schick J
Injector
Razor

Take It or
Leave li

Wheat ies

.lark
Armstrong

Parkay
Margarine

The Great
Gildersleeve

Various

Three Kroger
radio serials,

plus e.t.

annemts.
breaks

LEVER BROTHERS*

iTHOS. H LIPTON DIV.

Lipton's Tea

Talrllt Scouts

LEVER BROTHERS'

LIGGETT & MYERS

CARL MOHR & CO

PHILIP MORRIS & CO

PIONEER SCIENTIFIC CORP

PROCTER & GAMBLE"

RALSTON PURINA CO

TEEN.TIMERS INC

U S TOBACCO CO

WIL0R00T CO

Lifebuoy

Big Town

i I

Supper Club

Studebaker
dealer

Cigarettes

Polaroid
TV Lens

( )xydol
and
Duz

Kalston

Model, Dill's
tobai

i Sridiron
Echoes

Everj bodj

Wins

MTW I I
11:30-11 15 am

Various merchandise prizes, chance at
Grand Slam bonus

ist of 5 musical questions to program,
\ V l Mr must have product names «n
al top to qualify

Sunday

8 9 pm

(15 min ea.)

$1S,000 (minimum $1,000) in various
cash, merchandise prizes

Listeners call d, ed plus

"Mystery Melody"

Sundaj
10-10:3U pm

$10,000 first prize. Other cash prizes
totalling $22,000

Complete 25-word sentence: "I like 'I"

sharp Shirk Injector Razor liest because . . ."

Send with Shiek instruction sheet from new razor

to contest, N. V.

MWI
5:30-6 pm

Wednesday
S 30 9 pm

Monday
8:30-9 pm

Tuesday
10-10:30 pm

MTWTF
7-7:15 pm

As scheduled

(prior to tele-
caste of Balto.

(oil

Friday
10-10:3(1 pm

rlowd
Doodj

Ma Perkins

["ruth or
quences

Tom Mix

Tcentimers
Club

Number

Thursday
5:45-0 pm

MTW I I
3:15 3:30 pm

Official-size Wilson football and copy
of Bemie Bierman's book on football

Send Wheaties boxtop and $2 to sponsor,
M aneapolis

Five weekly contests. Each week,

four 1949 Fords awarded. Other cash

and merchandise prizes

Send name for girl baby "adopted" by Gildy

with Parkay boxtop to sponsor, Chi. Besl

names win

"Free food for a year for a family of

four" based on U, S. Govt, estimates.

Also Kroger employee contest. Prizes

to 3 winners in each contest

Five $1,000 prizes, fifty $100 prizes,
also vacuum cleaners, Mixmasters

Thirty 1949 Mercury sedans. Other
$10 cash prizes in thirty daily con-
tests

"Star of the Week" contest : Tu nights
only. $500 bond prize

Various low-cost merchandise prizes.
Grease jobs, movie passes etc

$20-$100 in cash prizes

Booklet: "Parlor Tricks with Polaroid"
autographed by mc Bub Smith, plus
"magic* picture of Smith and Howdy

$10,000 first prizi Othel ash prizes
totalling $40,000

Saturda

8 :«i '.i pm

MTWTF

5:45-6 pm

Saturdaj
1 1 :30-noon

Saturday
5-5:30 pm

"Papa& Mama Hush" stockpile ol mei

h indi • and services. Mink coats,

vacations, furniture etc, etc.

Total of S01 merchandise prizes.
Bicycles, radios, watches eti

110,000 total in cash and mi i

prizes, including a $2,000 scholarship

$5 for questions used

jackpot if missed. $50 for correctly-

Awarded as bonus prizes in eight national con-
sumer contests of Kraft, Lipton. P&G, C P P,
Quaker, and Lever. Contestants write name
"Kroger" on back entry. Best :( "Kroger"
entries win benus prizes

Complete 25-word product sentence: "1
extra enjoyment from the brisk flavor of Lipton
rea because . . ." Send with Lipton boxtop to
sponsor. N. V.

Complete 25-word sentence: 1 like Lifebuoy
because . . ." and send with Lifebuoy box-
front to contest, N. V.

Winners of pre-broadcasl studio spelliri
name friends to receive phoni call Frii nd must
identify "mystery voice" of screen star

Viewers supplj missing facts of famous
in letters to station

Scnil list of 5 questions with P-M package

wrapper to program Cash for use, more if

contestant misses

Viewers send in dealer-obtained booklet to pro

gram. Smith autographs, returns with photo

i lompli '• -'•"• word si nil nee: "I like thi
'lifetime' Oxydol, because . . ." Send on
■ ii ' i ■ Maul, or plain sheet with Oxydol boxtop
to program, Cinci.

Three listeners called weekly try to idi
mystery voices. To qualify, must havi m

Mental Health Drive, senl same with/
without contribution to contest, Hollywood

IBC

\r.<

ABC

NBC

Various

CBS

NBC

W \1\H-I\
Balto.

CBS

SBi'-T\

SBi

Send name for Tom's new sorrel colt with

Ralston boxtop to program, St. Louis. Besl

names win

Teen-agers enter contest at local retail store,

or bj mail. Must write letter identifying "Miss
M terj I ' eiitimer" from radio clues, write

letter Supporting OverMtas Aid lor Children

with contribution of 10c oi more. Send to
program, N. Y.

i I i 'i . ind tckpo

program, S ^

|5 ii.

Send list of any thn i ong to program l"i
program use'

NBi

MBS

Don

I ' i

■ tied in with Kroger Co. "Free food for i iinily of four" bonus prizes.

SPONSOR

"Old Mother Hubbard

Went to the cupboard . .
When she came there

The cupboard was bare .

Mother Hubbard must not have lived in South Texas. For, with farm income up
and employment up, there are mighty few if any "bare cupboards" in this rich, pros-
perous area!

Here are 67 counties* constituting the daytime primary area of Station WOAI. It is
a section noted for cattle, oil, cotton. It is great in production, has many needs. Sales
of food alone to help fill these cupboards amounted to $247,370,000** last year. More
food was sold here than was sold in either St. Louis or Pittsburgh.

South Texans have the money to pay for their many requirements. Be sure your
products are in their cupboards by placing your advertising message over WOAI, the
popular 50,000-watt station that covers this territory.

*B.MB 50% to 100% counties
**©Sales Management 194K Survey of Buying Power

WOAI

'&??

NBO 50,000 W.CLEAR CHANNEL. TQN

Represented by EDWARD PETRY & CO., INC. - New York, Chicago, Los Angeles, Detroit, St. Louis, San Francisco. Atlanta, Boston
NOVEMBER 1948 91

MANAGERS' LAMENT

(Continued jrotn page 89)

Station managers constantly lament the
fact that agencies and advertisers, in buy-
ing programs, ignore managers' sugges-
tions. "If a station is successful, there is
no question but that it is the result of
management. The fact that two stations
with comparatively the same wave-
lengths, power, and network affiliations
do entirely different jobs in gathering
audiences proves that beyond a doubt,"
points out the manager of a 5, 000- watt
network affiliate in a good market. "The

successful station manager must know
his market, yet time and time again
recommendations that we make to spon-
sors and their agencies are ignored. For
instance we were taking a feed of a day-
time serial that hit our area at a time
when it was preceded by a musical and
followed by a newscast. We asked per-
mission to record the program off the
network line and broadcast it later as
part of a block of daytime serials. The
agency and sponsor refused permission.
Six months later we received a bitter
letter asking why this program was rated
lower in our city than in three-quarters of

For the eighth consecutive year WIBW's huge farm audi-
ence in Kansas and adjoining stales reaps a rich har\est . . . the
biggest corn crop in historj . . . the third largest wheat crop on
record. Our I'irsi Families of Agriculture are richer than ever.

The high standards of living in their count r\ homes would
amaze you. Food, clothing and modern conveniences are those
of the high income <il\ dweller. Here is America's greatest
unexploited market.

Reach and sell il as a unit 1>\ using WTBW. Impartial
hi \e\s show \\ ll'.W is die most-listened-lo and most important
-ingle sales influence among these wealth) farm families.

Serving the

First Families of Agriculture

Rep. : CAPPER PUBLICATIONS, Inc.

the rest of the country. We reminded
the agency of our recommendations, but
they continued to insist that they could
not permit a 'd.b.' (delayed broadcast) of
the program. The program is still on our
station and it's still at the tail-end of its
rating among all stations airing it. Some
agencies get stuck with their own de-
cisions."

Station managers are constantly faced
with requests for programs by types by
timebuyers. They are asked for women's
participating programs, newscasts, disk
jockeys, rise and shine sessions, etc.
Sometimes the manager knows that an-
other type of program has the audience
for the particular product to be sold. Yet
it's the exception not the rule when a
station is able to shift a sponsor from his
desire for a women's participating pro-
gram to a disk jockey show, for instance,
even if audience figures prove that the
latter is a better buy for the advertiser.
Station managers lament that timebuyers
generally don't accept or trust the recom-
mendations of the stations on which they
buy time.

"We could save many advertisers a
great deal of money if they'd listen to us,"
is the way one station manager explains
the reason why he would like closer liaison
between the buyer and the seller of
broadcast time. "Many sponsors," he
explains, "buy evening time for products
that are sold 85% to women. It doesn't
make sense to buy premium time at
100 r r over daytime rates, to reach 15%
of a manufacturer's potential market.
Yet any station manager can point to an
important number of sponsors on the air
at night who don't belong there. I know
that one of the reasons they broadcast at
night is to flatter their own advertising
vanity. It places them in the 'big time'
class. Yet when the chips are down the
medium surfers because it doesn't produce
at a ratio that justifies the Class A time
charges. I don't gripe because adver-
tisers don't believe everything my sales-
men tell them, but when they don't be-
lieve me either, that hurts."

Station managers do not differ from
other segments of broadcast advertising
In lamenting Hooperatings. "They're
fine," a station spokesman puts it, "just
as long as they're used for what they are,
'telephone coincidental ratings within
metropolitan areas.' When an agency
uses them to weigh the relative merits of a
number of stations, each of which covers a
different area, it goes off half-cocked. In
New York, for instance, Hooper reports
on stations range from the daytime-only
WLIB to the 50,000- watt key stations of
the networks. In some Hooper reports

SPONSOR

FIRST

IN THE

QUAD

DAVENPORT
ROCK I SLANO
MOLINE

EAST
MOLINE

The 40th

Retail

Market

A M 5.000 W.. 1420 Kc.

F M 47 Kw - '03.7 Mc.

_ y. C.P. 22.9 Kw. vis-

I V u a I and aural,

Channel 5

BASIC NBC Affiliate
DAVENPORT, IOWA

National Representatives
Free & Peters, Inc.

0* V:

TRANSCRIPTION LIBRARY
SALESMAN

To travel on a Commission
basis. Every station can
use our large repertoire,
augmented monthly. Li-
brary sells at a low monthly
rental. Must have car.
Answer giving us your
past experience. A hard
worker can make real
money.

SPONSOR PUBLICATIONS INC.

Box

40 W. 52nd Street
New York 19, N. Y.

it's not unusual to find a relatively low-
powered station having a higher rating
than a network key station. These sta-
tions are good buys. There's no doubt
about that despite the fact that they
don't get out much beyond the 50-mile
metropolitan area and some don't even
cover that market. If a sponsor buys
strictly on Hoopers he buys a low-
powered New York station and wonders
why it doesn't produce since it leads the
Hooper parade at the hour he buys it.
Woe is his when sales don't come in and
outside-of-New York dealers start crying
for advertising. Hooperatings are great
things — if they're used correctly."

A station manager out in the middle of
the farm territory has a very special
Hooper gripe. Says he: "About 15 Oc-
tober we get a per-program Hooper re-
port showing ratings for the summer
months. Then about 15 March we get
a Hooper report for the fall-winter
months. These reports are used by time-
buyers to evaluate stations in our area.
Obviously conditions change so rapidly
that by the time these reports are issued,
they can mean something only to station
management, as an indication of how to
program — next year. Only if ratings are
available monthly are they of value as a
buyers' yardstick."

Many station managers agree with this
Midwest executive. There's always one
station chief who doesn't and he's the
man whose station Hooper indicates is
tops. On the matter of Hooper station
reports being stale when they're released,
C. E. Hooper explains that monthly
ratings can be made available, and are in
a number of markets, if the stations want
to pay the added costs for the special re-
ports. However, Hooper explains, it
doubles the annual cost to the stations.
There are also some markets in which
telephone homes are not numerous
enough to justify monthly reports of the
type Hooper makes. For these areas, the
stations, sponsors, and agencies are stuck
with a report frequency that isn't too
helpful. What station managers want is
a timebuying operation where the buyer
knows what is being bought personally"
and doesn't have to use old BMB
(Broadcast Measurement Bureau) figures
or Hcoperatings which don't apply at the
season of the year in which the time is
being bought.

A Pacific Coast manager expresses it
this way, "So much depends upon the
station on which an advertising campaign
is being placed that to purchase it
blindly, without any knowledge of the
local situation, is just throwing money
away. It's only because broadcasting is

"Wherever there is music, 'said William
Cullen Bryant with a poets eye for the
practical, "there is a throng of listen-
ers." And wherever there is good music,
is there is always over WQXR and
WQXR-FM, there is a throng of lis
teners to delight the heart of anv adver-
tising man. More than half a million
families tunc constantly to these stations
...so constantly, no other station can
reach them so effectively. These fami-
lies love good things as they love good
music . . . and can afford to buv them.
That's why advertisers find these families
a most inviting segment of this biggest
and richest of all markets. May we pitch
■your sales -seeking song to this music-
hungry throng?

AND WQXR-FM
RADIO STATIONS OF THE NEW YORK TIMES

NOVEMBER 1948

Whether it's

Montezuma
or Tripoli

(IOWA)

WMT is There!

■ ROM the tall com fields near
Montezuma to the dairylands
around Tripoli, eastern Iowa lis-
teners keep tuned to WMT for

complete farm new-. Iu|> enter-
tainment ami special features
offered by this exclusive CBS
eastern Iowa outlet.

Iowa farmers depend on WMT.
So do the urban communities
with their humming industries.
Reach both these prosperous
markets via \\ \IT- 600 kc
Iowa radio s finest frequenc) .
\-k the Kalz man for details.

■vrcvw.

"^vsc

WMT

CEDAR RAPIDS

5000 Walts 600 KC. Day & Night
BASIC COLUMBIA NETWORK

such a great advertising medium that
many more campaigns don't fail to pro-
duce for advertisers. If only all time-
buyers were permitted to do a little
traveling, what a different business this
would be."

Naturally all station managers do not
have the same laments. The 50,000-watt
station executives, unless they are at the
wrong end of the dial (from 900 kilocycles
up to 1600 kilocycles) have a set of
laments quite distinct from the high-
powered low end of the dial stations.
They complain that timebuyers fre-
quently purchase time on a power basis
without realizing that wavelengths have
almost as important a bearing on station
coverage as power. A station located in
the under-900 kilocycle band is bound to
lay down a better signal, watt for watt,
than stations between 900 and 1600 kc.

"Too many agency executives are
power crazy," laments one station man-
ager. "They know that advertisers are
impressed by 50kw outlets and they buy
them regardless of their impact. There
are many lOkw stations that output!
50kw outlets. Timebuying can't be
done with a yardstick of power. When an
agency executive uses power alone to de-
termine what stations to purchase, he's
liable to purchase the greatest collection
of cats and dogs as well as some of the
nation's most productive broadcasting
outlets. There isn't anything that can
replace factual knowledge of each sta-
tion's ability to produce sales of the type
a sponsor is seeking. A well-informed
timebuyer is an advertising agency's
greatest gift to a sponsor."

Lack of timebuying flexibility is one of
the greatest problems that station man-
agers have to face. They don't blame the
timebuyers, nor do they blame advertis-
ing in general. "It's just," said one sta-
tion manager as he signed off, "a blind
spot in broadcast advertising." Station
managers generally agree that the NAB oi
some other group could well plan forums
for timebuyers throughout the nation.
Timebuyers, it's agreed, are the most
willing group working in radio.

Despite literally hundreds of laments,
gripes, and objections to advertising and
advertising agency practices, station man-
agers generally are happy. Most of them
admit that the laments they have are
based upon the fact that they were lax
about some broadcast advertising factor
and then laxness has plagued them ever
since. Broadcast advertising is a very
closely integrated business. What a sta-
tion permits one advertiser to do becomes
station-wide practice before the manager
r< .ih.es it. * * *

SOON

First on Your Radio
in Memphis, Tenn.

H. BEECUE

Pulling in a million more lis-

tenerson your M I II \1. station
in Memphis \ Might} Market

Contract- made now at pres-
ent rat«» receive full year ■
protection.

\\ rilr or wire

THE \\ \LKER CO.

«lVi
BILLION

DOLLAR MARKET

spread over two states

Take our BMB Audience Cover-
age Map, match it with the
latest Sales Management "buying
power" figures, and you'll see
that KWFT reaches a billion and
a half dollar market that spreads
over two great states. A letter
to us or our "reps" will bring
you all the facts, as well as cur-
rent availabilities. Write today.

KWFT

THE TEXAS-OKLAHOMA STATION

Wichita Falli— 5.000 Watti— 620 KC— CBS

Represented by Paul H. Raymer

Co., and KWFT, 801 Tower

Petroleum Bldg .. Dallas

SPONSOR

NORWICH PHARMACAL

(Continued from page 78)

agency saw the completed presentation.
On Friday, 3 January, the Messrs. Gum-
binner (Lawrence and Paul) and Milton
Goodman from the agency, and Ted
Herbert and Tom Fry of ABC Sales were
taking an early train at Grand Central,
bound for the drug firm's home office in
Norwich, N. Y.

Later that same day, a dozen Norwich
directors, including Norwich president
Melvin C. Eaton, Board Chairman Rob-
ert S. Eaton, Vp John Alden and others,
sat around the big oak table in the Nor-
wich board room. From 10:15 in the
morning to 4:30 in the afternoon, they
listened attentively while Herbert and
Fry made their pitch.

Then, Herbert and Fry went down-
stairs to the lobby to pace the floor and
chain-smoke cigarettes. In 15 minutes
they had their answer: "Okay, we'll buy
it." It was one of the fastest sales ABC
had ever made.

On 14 February 1947, Norwich began
its first national-network broadcast ad-
vertising. To cover the time-and-talent
costs of The Fat Man on a 125-station
network, Norwich's board had to vote an
increase in the advertising budget of some
15% (up to $1,500,000). The ratio of the
magazine budget to radio (newspaper
coverage was all but eliminated) was
made about 50-50.

Norwich and Gumbinner, now that
they were in network selling, had no in-
tentions of permitting The Fat Man to
exist in a promotion vacuum. Ads ap-
peared quickly in drug trade journals,
headlined with: "NON-STOP RADIO
ADVERTISING!", telling the druggists
that The Fat Man was going to stay
"on the air all year 'round, summer as
well as winter, steadily fattening Pepto-
Bismol sales for you." To the sales force
went a plush promotion kit, showing
scenes from a typical The Fat Man show,
plus a personally-autographed picture of i
J. Scott Smart as the "Fat Man."

The sales force ate it up. When one of
their members called on a druggist after
The Fat Man premiered for Norwich
(Norwich had moved the show over to
Friday night into a block of higher-rated
ABC mystery programs with good effect)
the salesman would bring the topic around
to advertising. "Heard our new radio
show?" the salesman would ask, whipping
out the promotion kit on the show.
"You can take it from me," the Norwich
man would state firmly, "this big fellow's
gonna do a swell job of selling for you as

NOVEMBER 1948

WSM ENDOWED PA/NT ?

A large paint manufacturer recently made a point that is
well worth passing along to other advertisers who are
interested in this great Southern market.

The manufacturer* wrote: . . . "In expansion of territory
and opening up of new dealer accounts we have found this
show (a half-hour live talent program over WSM) has played
a major part in that success ..."

This is added proof that when you use WSM you add an
invisible stamp of approval to your goods in this section.
Whether it's paint, padlocks or petunias, the buying public
and dealers alike know they can put their confidence in a
WSM-advertised product.

*Name furnished on request.

WSM

NASHVILLE

HARRY STONE, Gen. Mgr. • IRVING WAUCH. Com. Mgr. • COWARD PETRY & CO., Notional Rep.
30,000 WATTS • CLEAR CHANNEL • 6S0 KILOCYCLES • NBC AFFILIATE

well as for me." The clincher came when
the salesman produced the autographed
picture. "He's really a great guy," the
salesman would add unctuously as the
druggist ogled the picture. "Why, he's a
good friend of mine."

Maybe it was a bit obvious, maybe it
wasn't. But it began to produce results.
Druggists began to give better shelf posi-
tions to Norwich's air-sold products,
Pepto-Bismol, Unguentine, Zemocol, etc.,
and to use the stickers and counter dis-
plays featuring The Fat Man.

Actually, the copy on the show was,
and still is, pretty much like Norwich
space advertising of the past few years.
What did the trick for Norwich was the
fact that radio had a newness, a show-
business flair, that the magazine and news-
paper advertising lacked.

As Norwich had expected, the first part
of 1947 was tough sledding when it came
to sales. Retail drug sales on all drug
products held up well with an average
monthly total of $300,000,000. But, the
druggists were selling a good deal of it
from their overstocked inventories, and
buying was off. At the end of the first
quarter of 1947, Norwich realized that it
was taking a beating. Its 31 March
1947 quarter showed a net income of a
comparatively microscopic $2,773. (The
same quarter a year previous had shown
a net income of about $250,000.) The
earning per share of Norwich stock was
$.003, for the quarter. (It had been
running around $.32.)

Most firms would have taken one look
at a report like that, and started cutting
down on advertising in a big hurry. But
Norwich had learned that it took time to
make radio pay off, even when they had
a high-rated show.

It began to pay off sooner than they
had really dared hope. In the quarter
ending in June, the net income was up to
$135,548. By the end of March, 1948, it
had climbed to $256,446 and three months
Liter, in ]uw 1948, it was $267,133.
Other stomach-sweeteners, most of which
had reduced their advertising m the gen-
eral 1947 slump, began to show sales in-
creases oi 2 V ,. But Norwich's Pepto-
Bismol, which had been plugged hard all
through the tough selling of the summer
of 1947, showed an upward sales climb of
IV,. Radio had done its job well.

The Fat Man is continuing to do a good
selling job on Norwich products. In the
spring of 1948, Norwich introduced a new
product, a brushless version of their shave
cream, SWAV. Norwich had decided to
bring out a brushless cream when their
resc.u. Ii showed that of the $26,000,000

spent annually for various shaving
creams, 60' , went for brushless creams.

The new SWAV was given its first ad-
vertising push on The Fat Man. Usually,
two commercials out of the three heard on
the show are devoted to selling Pepto-
Bismol, and the third to one of the other
Norwich products. For a 10- week period
in the spring of 1948, SWAV had the third
commercial. Advance copies of the com-
mercials went out to all the Norwich
salesmen. They reported that when
druggists knew the product was going to
be presold on The Fat Man, they didn't
hesitate to stock it. Results of the air-
selling thus done for SWAV are as yet
inconclusive, but Norwich is positive in
its feeling that radio will do a good job of
establishing the product with consumers.

Another major benefit that has come
to Norwich selling from The Fat Man is
that the sales curve, which used to be
highly seasonal, is now leveling off.
New stations are added to the network
whenever Norwich feels that a new area
shows promise. There are no official
estimates yet as to how high the Norwich
net sales for 1948 will be. Vp John Alden
has made some friendly bets with his
associates as to the actual figure. "I was
optimistic," he reports, "but I think I'm
going to have to pay up. I guessed too
low." Alden adds, however: "That's the
kind of bet I don't mind paying." How-
ever, some have estimated that Norwich
net sales for this year may go as high as
$12,000,000 . . .or higher.

The success of Norwich and The Fat
Man is not a startling, overnight success.
It's basically an object lesson in broadcast
advertising where a sponsor has bought a
network show to do a specific type of job
for him . . . and has stayed with it long
enough for the show to accomplish the
job. * * *

PROSPEROUS FARMER

(Continued from page 44)

well as for "outside" farm-supply people,
by strictly localizing its service news,
reports, and "how to" information.

What a station knows about the agri-
cultural needs of its area — and what it
does about it are marks of the quality of
its farm service, and therefore of its farm
audience. Stations that strongly em-
phasize imaginative, progressive, and
((insistent service programing have
proved time and again that a substan-
tial number of listeners get the habit of
depending on the station for all their
farm information.

The technical and personal qualifica-

tions (previously outlined) of a farm
broadcaster are another guide to the
quality and holding power of the pro-
gram.

Dr. D. H. LeGear, head of sales and
advertising of the L. D. LeGear Medicine
Company (poultry, stock, and dog reme-
dies) has written of KVOO's 12:45-1:00
p.m. Farm Profit Bureau, "LeGear sales-
men say they'd rather not operate with-
out the program." He adds that when
they started with the show sales jumped
and held; "you can almost draw a map
where high sales drop off to coincide with
the drop of KVOO'S primary coverage.

"Of vital importance is the fact we
get much better cooperation with our
dealers in window display and other point
of sale action."

The Farm Profit Bureau is a show dedi-
cated to improving pastures and showing
fanners how to make them yield more
dollars and cents for the space they take
up. This five-a-week late noon session
hasn't had a rural coincidental rating, but
it has a Tulsa Hooperating of 9 to 10.
This compares with ratings of half of the
city-listener-designed shows broadcast at
the same time.

The station pulls a similar Hooper
on Sunday with its 12:15-12:45 noon Feed
the Soil. The show started three years
ago with a 15 minute program including
only 57 words of commercial about the
benefits in increased yields and better
health from spreading agricultural lime
stone on the farm. There was music and a
five-minute report on what farm people
were doing to fertilize the soil, before and
after stories.

Anchor Stone and Mater'als was (and
still is) the sponsor. They increased the
time to 30 minutes after the first year,
but still use only 57 words of commercial,
which is generally institutional. When
production gets ahead of sales, Anchor
introduces a few straight selling com-
mercials. They usually bring the situation
into balance quickly. A recent 20-word
spot on crushed rock for paths between
house and bam, to keep cattle out of
mud around watering tanks, etc., pulled
so many orders within three days that
Anchor canceled it and returned the
following Sunday to their 57-word insti-
tutional pitch.

Although the farmer gets the primary
benefit from a service program, he's by
no means the only one who gets actual
service benefits. Lime venders- the men
who operate the trucks that spread the
lime on farms — aren't hired by the lime
company. They're on the itinerant side
and often not too dependable.

Feed the Soil broadcasts have re-

SPONSOR

Rates & Factbook No. 5

itu ludes

• Television Networks & Stations
Operating: Rates & Data

• Construction Permits Granted &
Applications Pending

• Directory of TV Manufacturers &
Receiving Sets

• Directory of Television Program
Sources

• Present & Proposed TV Channel
Allocations by Cities

piWI Directory No. 2

' ■■■ includes cities and states
All FM Stations now broadcasting
and under construction. All applica-
tions pending before FCC with mail-
ing addresses, AM network affilia-
tions, frequencies, powers, antenna
heights. Same detailed data for non-
commercial educational stations. Also
an up-to-date allocation table.

These Up-to-Minute DIRECTORIES

Revised to October 1, 1948

$5.00 each

Send chec\ with order to:

Television Digest & FM Reports

1519 Connecticut Avenue
Washington, D. C.

ANGANt

•*{<"»< PORTLAND

G\S\**o watts
UY
ANNETT

BROADCASTING SERVICES
WGUY-FM WGAN-FM

National Representative
PAUL H. RAYMER

*"*2&2Sfr-

suited in tying venders who have handled
Anchor lime much closer to the company
than any other group of venders to any
other lime crushing company. In fact,
the program service has virtually made
them salesmen for Anchor without their
being on the Anchor payroll.

One of the most impressive arguments
of the station that specializes in an
aggressive farm service operation is the
difference between a farm authority
and a farm reporter.

A farm authority (as discussed earlier)
is equipped to make his station a farm
educational leader (not an educational
center). There's ample evidence that
the cumulative effect of such service-
leadership, when exploited with proper
promotion, is a most powerful factor in
building and keeping a loyal, responsive
group of dialers.

The fact that a farm broadcaster may
largely confine himself to a reporting
job on farm information doesn't mean
that job can't be done well; it doesn't
mean he can't gather, hold, and sell, his
own audience. It does mean he hasn't the
potential added influence that belongs to
authority and active leadership in farm
matters.

You'll find a third mark of programing
that makes the most of its opportunities
in talking to farmers in who controls the
proeram standards. The competent farm
broadcaster is usually the onlv station
emplovee properlv qualified to pass on
program material and practices. He
alone knows exactlv what he's trving
to do with his farm service and entertain-
ment (if anv).

Most leaders among radio farm direc-
tors don't accept a product for sponsor-
ship unless they are personally haDpy
with it. Thev won't ask their followers
to accept their counsel on farm problems
and use that same prestige to back a
product if thev haven't confidence in it.

Station salesmen don't always under-
stand this relationship between program-
ing and sales.' A WIZ (New York) sales-
man once sold a sponsor 52 weeks partici-
pation across the board on Phil Alamoi's
Farm News without consulting Phil.
When the salesman came to him, Phi
turned the sponsor down on the ground
that his product wasn't one he would use
on his own farm.

Another instance highlights the rela-
tionship of program content to both
farm service and farm sponsors. A sales-
man tried regularly for six months to sell
an important spray manufacturer a
participation on the WIZ Farm News.
One dav he asked Phil Alampi to go with
him. When Phil explained the service

People In This Area Listen To WPTF
Every Single Broadcasting Quarter
Hour Than To Any Other Station!

WPTF dominates all competition at all
times. That's the report of the 1948
LISTENER DIARY STUDY. (Con-
ducted by Audience Surveys, Inc. in
WPTF's 62 counties with 50% or better,
day and night, BMB coverage.)

Findings include sets-in-
use, station ratings,
share-oraudienceflow
and composition by
quarter hours.

Rep. FREE & PETERS, Inc.

NOVEMBER 1948

KMLB

KEY TO RICH
NORTHEASTERN
LOUISIANA
MARKET

w MONROE
LOUISIANA

fmnf

FACTS-

KMLB serves a 100 million
dollar market loaded with
high-powered buying incomes
per capita . . . wide range of
induslry and diversified farm-
ing. K VI LI J has more listeners
in northeastern Louisiana than
all oilier stations combined.

5,000 WATTS DAY
1,000 WATTS NIGHT

AFFILIATED WITH

American Broadcasting Company

Represented by

Taylor-Borroff & Company, Inc.

nature of the show, that it included in-
formation and advice on spraying of
fruits, vegetables, etc., the manufacturer
signed.

What might he called the rule of
relevance in selecting material for a farm
service broadcast — choosing material that
relates most closely to "advancing the
business and science of farming and en-
couraging better farm living" — applies
also to the presentation of the broadcast.
It must talk the farmer's language. This
is an indispensable mark of the effective
broadcast.

Talking the farmer's language doesn't
mean "talking down." Understanding
the technical language, or idiom, of farm-
ing is a must. Understanding the pro-
blems of farming, and sympathy with them
are vital. (Personality qualifications
necessary for top farm broadcasting are
discussed more fully in part one of this
report.)

Another important mark of the most
successful presentations is the frequent
use of interviews. Straight talks rank
second in preference as a form of presen-
tation with the majority of the farm
audience.

Use of recorded material makes no
difference to farmers if the material
is as interesting and presented as well
as it would be live. Some farm directors
use as many as 20 recorded features a week.

You'll rarely find a successful farm
director using a script, unless it's for
statistics (including market reports) or
for a reference too technical or involved
for extemporaneous handling. In the few
exceptional cases where scripts are used
(WGY, Schenectady's Chanticleer, for
example), the farm broadcaster writes it.

The good "farm" program is charac-
terized primarily by its weather, market,
and farm news and information. About
half the farm broadcasters of the country
have discovered their listeners also want
some music on both the morning and
noon shows. One thing stands out clearly
from the evidence: where«one segment of
listeners prefers a "strictly business"
farm program another prefers music with
its business. The answer in any instance
depends on the judgment and the ca-
pacity of the individual farm director.
Chanting exceptions can be cited, the
evidence tends to show that the more a
qualified farm director emphasizes "busi-
ness," the gicah i tendency his program
has to select the alert and progressive
listeners who are best qualified to profit
In >m such a program.

Stations like WLW, Cincinnati, and
\\ \l I . Cedai Rapids, Iowa, who pro-
gram an important pan oi their broad'

cast day for farm listeners, arrange their
shows in a way which allows them to
devote the necessary emphasis to im-
portant farm service features, while still
providing music and other entertainment
features.

WMT, for example, provides an hour
across the board from 12 noon to 1 p.m.
with the essential farm information in
the middle and entertainment on both
sides. Wilson and Company sponsors the
12:30 12:40 p.m. (farm information)
segment of the hour, which since the
feature started three years ago has built
a following of nearly 90% of potential
listeners in the nearby counties. The
average listenership to this feature in the
full Wilson Cedar Rapids plant trade
area is about 50% of the potential listen-
ership.

The KMBC Dinner Bell Round-up
(KMBC, Kansas City) from noon to
1 p.m. daily is constructed in a manner
similar to WMT's noon hour show.
KMBC, for many years one of the coun-
try's outstanding farm-service stations,
has now strengthened that service with
a unique operation.

Nearly 200 miles west of Kansas City
the Midland Broadcasting Company set
up its KFRM transmitter which trans-
mits a signal into the heart of Kansas
farmlands. Programing is from Kansas
City. The KMBC-KFRM team broad-
cast many farm features, such as the
Dinner Bell, simultaneously. All KFRM
service and entertainment programs are
constructed specifically for farm dialers.
Shows of proved interest only to urban-
ites are restricted wholly to KMBC. More
than a dozen daytime shows, however,
get the dual airing.

Another radical move in a different
direction got under way recently to
provide more specialized farm programs
in New York. Ten farm organizations
established an FM radio network to
serve farm homes throughout the state.
The Rural Radio Network Inc. is wholly
owned by the farm organizations con-
cerned. The program policy is to "give
farmers information and entertainment
they want when they want it."

U. S. Department of Agriculture and
other surveys show that aside from a
somewhat narrower range of interests
(arm people are interested in the same
kinds of radio entertainment as city
people. They like musk and comedy,
for example, although their favorite per-
formers may dill'ei from metropolitan

favorites. * * *

► Pari three of our farm storj details the rules
(.ir successful use ol farm 8 :rvlce programs and
reports on rural entertainment programs for

I he farm famiK .

SPONSOR

CUBAN PICTURES

(Continued from page 32)

a U. S. network. A half hour is 26' 2
minutes in Cuba.

In 1939 Goar Mestre, having set up a
distributing business in Cuba and desir-
ing to use broadcast advertising, bought a
block of time from RHC. He promised to
produce worth-while programs instead of
a lot of spot announcements sandwiched
in between sessions of rumba music. He
asked for and received a substantial con-
cession of a two-hours-for-the-cost-of-one
nature. Soon his programs were the most
listened-to on the island. RHC, which
prior to Mestre's commercial programing
trailed other broadcast operations, began
to climb in importance. Finally it passed
CMQ, the other network on the island,
and RHC management in 1943 decided
it had given Mestre too generous a deal.
It cut the time made available to him by
one-third, which in turn drove him to
talking business with the competition.
He told CMQ management that he
wasn't interested in buying time and then
being squeezed for more money after he
built an audience for his programs and
the network. CMQ needed money and
Goar Mestre bought in on the operation
and today with two brothers (Abel and
Luis) and Angel Cambo operates CMQ
in a newly-opened multi-million dollar
Radiocentro in Havana.

Mestre brought soap operas to Cuba —
for better or for worse. Even the sunlight
hours deliver ratings of 18 and 20, against
Hooper and Nielsen ratings for similar
programs in the States of 6 to 10. Prac-
tically all the high-ranking programs in
Cuba are dramatic serials, with two
possible exceptions, Lo Que Pasa en el
Mundo, a Cuban March of Time spon-
sored by P&G, and La Guantanamera,
which dramatizes the crime and triangle
stories in the news each day with a crime-
doesn't-pay slant but with all the pory
details. La Guantanamera is sponsored by
Colgate-Palmolive-Peet.

A typical report of leading programs,
in their rank order, would generally show
up something like this:

Program

Network

Sponsor

"El Dereeho de N'acer"

" 1 he Right to Be Born"

CMQ

Krcsto

"Tamakum"

KI1C

P&G

"Angeles de la Calle"

"Angels of the Street"

CMQ

CPP

"Los Tres Villalobos"

"The Three Villalobos"

RHC

P&G

"Novela Palmolive"

" 1 he Palmolive Drama"

CMQ

CPP

"Lo Que Pasa en el Mundo"

"March of Time" type

RHC

P&G

"Novela de la~ 1"

"4 o'clock Drama"

CMQ

P&G

"La Novela del Cafe Pilon"

CMQ

Pilon Coffee

"La Guantanamera"

CMQ

P&G

"La Ranchurlrr-T RHC CPP

"Radio Novela Dermos" CMQ Gravi

The 12 leading advertisers in the order
of their budgets are:

Crusellas & Cia (Colgate-Palmolive-Peet)

Sabates, S. A. (Procter & Gamble)

Laboratories Gravi. S. A.

N'urv.i Fabrica de Hielos (< ristal & Tropical Beer)

Trinidad & Hno (Cigarettes)

Domingo Mendoza & Hijo (Cigarettes)

Partagas S. A. (Cigarettes)

Standard Oil of Cuba

Sterling Products International

krrsto (Bestove Products)

Bacardi

Canada Dry (soft drinks)

Even Canada Dry, ranking 12th in
advertising budget, spends over $100,000
a year in Cuba. This is one fact that
Cuban advertising men want stressed to
U. S. manufacturers — "It costs money
to reach Cuba and it can't be done with
Central American budgets of a few
hundreds a month."

It's also an important Latin American
market in which broadcast advertising
has been placed on a real business basis.
Even a government official who broad-
casts has to buy commercial time. No
matter how great the occasion every
speech by a politico is commercial and
time must be paid for before the broad-
cast. Typically, several years ago Presi'
dent Ramon Grau San Martin was
making his regular 10 October speech
(Cuba's Independence Day). The gov-

MEMPHIS

ON YOUR

10,000 Watts Day Time
5,000 Watts Night Time

RENCi

*f k^ ^E tttf

RADIO REPRESENTATIVES, INC.

480 Lexington A«e„ tow York, N. Y.

ANOTHER RECORD.'

KQV's terrific daytime audience goes right on setting
response records that amaze even the experts. Take
our new give-away show sponsored locally, 9:45 to 10
a.m. three days a week, with plenty of sock competition
like the Breakfast Club. Yet, during the first few days,
over 7,000 listeners flocked into the sponsor's store to
register their telephone numbers. Proves once again
that nothing in the Pittsburgh market can touch the
results you get from KQV's Aggressive promotion!

PITTSBURGH'S AGGRESSIVE
RADIO STATION

Basic Mutual Network • Natl. Rtps. WEED A CO.

NOVEMBER 1948

WMBD

cbynti*tatk4-
PEORIAREA

Local advertisers base their adver-
tising on RESULTS . . . and in the
highly competitive Peoria market,
local retailers buy more program
and announcement time by far on
WMBD than on any other Peoria
station. Here's why . . .

^ SHARE OF AUDIENCE

Greater than ali other Peoria sta-
ll is COMBINED! (Hooper I'eoria
III. Fall - Winter Report. Oct..
1947 - Feb., 1948).

^ PROGRAM Know-How

Full stair orchestra ... 1 veteran
newsmen . . . T.\ other program
personalities presenting 14 hours
live entertainment weekly. Total
.staff of fir. trained personnel.

/~* PROMOTION AND
^^ MERCHANDISING

FULL SCALE! 70 Announcements
v... kly . . . newspapers . . . ear
cards . . . displays . . . direct mail
. . . merchandising publication.

^ NEW FACILITIES

New AM and PM powei

watts AM with 20,000 watt I ■>
at no extra cost) . . . increa
coverage . . . new, modern theatre

& studios.

\^K FREE & PETERS

PEORIA

CBS Affiliate • 5000 Watt. |
Fret A Petert, Inc., Nat'l. Reps.

eminent had paid the network for an
hour'^ time but Dr. Grau was still going
strong as the 60 minutes drew to a close.
The network's program manager called
the seat of the government (the Palace)
and spoke to the official who controlled
the budget foi broadcasting. He asked
whether or not he should cut the Presi-
dent off the air at the end of the hour.
The official said "no" and asked how
long the program manager thought
Grau would go on speaking. The pio-
gram manager answered, "half an hour
and that means $300 more must be
here at the station befoie the hour runs
out." The cash was at the network in time
to avoid interference with the oration.
All political talks must be paid for in
advance in Cuba just as they are paid
for in advance at many stations in the
United States.

Cuban listeners are conditioned to a
lot of advertising. It's not even unusual
for local stations to program spot an-
nouncements for competing products
right next to each other. Cuban audi-
ences are not surprised when they hear a
Coca-Cola announcement on the "Pause
That Refreshes" followed by a Pepsi-
Cola jingle, both in the middle of a block
of announcement advertising. Indicative
of how Latins are conditioned to com-
mercials is Havana's time signal and news
station. The time is broadcast every
minute followed by a five- or ten-second
commercial, with the rest of each minute
being devoted to news. This station
(CMCB) operates under an unique per-
mit from the Cuban government which
has not only issued a special "public
service" license but, because of the special
license, has established a rate card for
the station as well. Only one other station
like CMCB is said to be operating and
that is a Mexican station (XEQK).
By special permission of the Mexican
government, XEQK is permitted to
broadcast nothing but time signals every
minute, and commercials. Watches aren't
as universal in the Latin American
countries as they are north of the border
and so time signals are important.

Cuba is one of the few Latin American
nations with a sizable dollar balance.
There's no shortage of dollar exchange
in the nation ,is there is in many other
South American nations. Sugar is a
major export and the U. S. takes most of
it. There is very little manufacturing
done for sale and distribution mi the
island, except cigars, rum, some cotton
fabrics and soaps and cleanup. Imports
from the U. S. exceed $200,000,000.
Because there is a health) dollar balance
available, Cuba is being shipped not only

its own allotment of manufactured goods
but a good part of the allotments of other
nations which are short of dollai bal-
ances. The result is that there is no
dearth of U. S. products. They're
expensive of course, since Cuban import
duties are as high, for instance, as
33 V^ c , on Foid cars. That doesn't mean
that a considerable number of Ford cars
aren't bought, but that even the "low"
priced model? in the line cost well over
$3,500, The Cuban government is
largely supported by import duties
instead of income taxes. The latter are
so low that a man earning $15,000
pays less than $300 in personal imposts.

Local cigarettes dominate the tobacco
sales, since they cost smokers only 10c,
while imported U. S. brands cost 35c.
The Cuban is generally classified as a
national who lives for today. His worries
about manana are reserved for manana.
What he has in his pocket today is ex-
pendable. He likes the good things of
life and doesn't hesitate to buy them.

Firms like Sterling Products Inter-
national, American Home Products, and
other purveyers of pharmaceuticals who
moved into the Latin American markets
during the early unorganized days of
South and Central American radio, are
cutting their budgets. Home office orders
to watch the pennies have been given
and drug budgets are being cut not only
in Cuba but in many other Spanish
speaking countries. More and more
advertisers however are using radio in
Cuba. Nowhere in the world is there a
city like Havana with 28 standard
broadcasting stations and 14 short wave
outlets. All fight for Havana's audience but
five to six reach a majority of the dialers.

The newest of the stations in town
(CMBF) is owned by CMQ and is pat-
terned after New York's WQXR. It
went on the air during March of this year.
There is insufficient data currently to
justify any report on the Cuban capital's
acceptance of the "good music" formula.

Cuba is a lush market for U. S. adver-
tisers. Adapted to local conditions the
same program formulas which appeal to
dialers in the 48 states appeal to Cubans.
Audience participation programs, give-
away shows (they were very big until war-
created product shortages killed the jack-
pots and they're coming back) and,
above all, soap operas, appeal to the
Latin mind.

There's only one surprise much as
the) like to dream and escape via the air,
they arc not too disturbed when com-
mercials briny them down to earth —
just as long as they have the cash to buy
what is beint! advertised.

100

SPONSOR

RELIGION

(Continued from page 72)

limited exclusively to the theme of prayer
in the home. Don Ameche, E. G. Robinson,
Eddie Cantor, Irene Dunne. Ethel Barry-
more, Loretta Young, and Maureen
O'SuIlivan are some of the stars of stage
and screen who have already appeared.
The "commercial" following the play is
an appeal calculated, in Father Peyton's
own words, to "help counteract influ-
ences that are pulling the family apart."
It is his feeling that if prayer is restored
in the family, the most powerful means
of keeping them together is achieved. The
average American businessman, a family
man, feels that Father Peyton's appeal
for keeping the family together is con-
structive. His signature is the slogan
"The Family that Prays Together — Stays
Together." This slogan is featured on
streamlined illuminated billboards, 60
by 16 feet, placed in strategic locations in
37 U. S. cities at the present time. These
billboards are the gift of National Out-
door Advertising, Inc., which encourages
its members to donate billboards.

Father Peyton has had his most
difficult time procuring sponsors for the

~Wti/>ua4.

WDSU

WDSU broadcasts 5000 watts
from the French Quarter to
the Gulf and South Louisiana listeners.

From daily association with time-honored
New Orleans institutions WDSU has
developed a high quality of integrity.
WDSU devotes program time regularly
and exclusively to the St. Louis Cathedral,
the International House, Moisant Inter-
national Airport, Tulanc University,
Union Station, the Municipal Auditorium,
Symphonies and Operas.

WDSU's dominate Hoop,
crating proves that hon-
oring local institutions
creates high listener
loyalty.

ORLEANS MinC II Affifiafe

'280 kc wans

John Blair & Company, Representative

program (cost about $1500 a week).
This is what is "breaking his back." His
plan is six corporations and six groups of
men in various cities throughout the
country to pledge support of the pro-
gram for a specific month, each year.
He already has three months pledged:
the president of Firestone is personally
underwriting the month of January; a
group of men in Rochestei, N. Y., have
pledged the month of July; and busi-
nessmen in Pittsburgh have pledged one
month a year. Swift & Company has
paid for five shows to date, but is not
committed to a revolving pledge.

The Family Theater, in its dramatiza-

tions of social and spiritual problems,
presents the solutions from the Roman
Catholic viewpoint. Father Peyton is
quick to point out that the program is
by no means to be considered an inter-
taith program. He feels, strongly, that
the program represents the Roman
Catholic dogma in its relation to the
basic social unit, the family.

Religious broadcast programing need
not be grasping or predatory. It need not
solicit funds over the air. It can sell itself
as any product does, by making its mes-
sage so convincing that people will want
to buy— to turn to God and to religion
to learn more about Him.

QoUuf cM-iCflte/i Coesiy Ifed/i!

The last three Hooper Station Listening
Index Surveys made in Roanoke show an in-
creasing preference for WDBJ, the Pioneer j?
radio station in this wealthy market. Here are
the daily average -share -of- audience figures:

1947 (Winter) 50.1%— 1947 (Summer) 53.3%
—1948 (Winter) 54.2%.

Ask Free and Peters!

CBS • 5000 WATTS • 960 K

Owned and Operated by the
TIMES-WORLD CORPORATION

ROANOKE, VA

FREE & PETERS. INC.. National Representatives

NOVEMBER 1948

101

SPONSOR

SPEAKS

It's Murder

There was a time when one juicy radio
murder would suffice for the evening. But
judging by the current crop of homicidal
programs, it's quantity that counts today.
Not only is the total of murder broadcasts
at a high ebb, but apparently the scripter
who fails to do away with at least three
homo sapiens per stanza stands to be
blackballed from the Guild.

We suppose the average listener likes
all this, judging by the ratings. But we
welcome the day when the inevitable
shift from wholesale murder to wholesome
entertainment occurs.

Selective

With this issue sponsor, in collabora-
tion with eight of its contemporaries in
the advertising trade paper field, changes
from spot to selective. Henceforth that
segment of broadcast advertising pur-
chased and used on a market-by-market
basis will be termed selective. On some
occasions the usage will be lengthened to
selective radio, on others to selective TV.

The reasoning behind the shift is aired
on page 33 of this issue, and has been
aired in several preceding issues. In
brief, our objective from the start was to
do something to eliminate the confusion
caused by the double connotation of the
word spot in broadcast advertising circles.
Spot will continue to mean announce-
ments, station breaks, singing commer-
cials — all the short shorts. Selective will
be the overall term.

A transition of this sort isn't easy. But
with a right objective, and the teamwork
of nearly all of the advertising trade press,
we think the job will be done. In last
analysis, it's usage that will decide how
fast the new name catches on.

SPONSOR goes biweekly

Of all the advertising media, the tempo
of radio and television is fastest. Devel-
opments crowd in day after day, shifting
with the speed of light.

It was this scene that sponsor entered,
a fledgling monthly for buyers of broad-
cast advertising, two years ago. And its
growth has paralleled the growth of the
medium.

As it approached its third year,
sponsor felt the necessity of stepping up
its factual content to keep pace with
broadcast advertising. A biweekly oper-
ation seemed logical. But did sponsor's
readers want it? First came a door-to-
door inquiry. Throughout the month of
August sponsor's publisher, editor and
staff visited agene'es, advertisers, sta-
tions, and station representatives. They
liked the idea ... it would give them
better article coverage, a shorter span
between issues, facts behind trade news
while it is still news.

In September a postcard survey was
The question: "Shall sponsor go bi-
weekly?" The response was 2 1 -i to 1 in
favor of the move.

So, effective with the issue of 3 January
1949, sponsor will appear every second
Monday.

With this announcement goes a prom-
ise. Sponsor's content, direction, format
will continue as before. We will not
become a trade newsmagazine.

Applause

■""" -*

SPREADING THE GOOD WORD

Eighteen months ago sponsor proposed to the broadcast
industry that an intensive campaign to explain that "broad-
cast advertising pays" was necessary. The entire publication
thesis of sponsor is based upon the premise that the more an
advertiser knows about the broadcast advertising forms the
mmi they become effective mediums for him. While a year
and a half ago the industry collectively wasn't prepared to
carry the torch forradio'scommercial effectiveness, since that
time individually, networks, the station representatives, and
a numbei of stations have begun to focus their promotion upon
the sales aspect of broadcasting.

Currently the industry campaign to sell broadcast advertis-
ing to top management in all fields is well undei way. The
inertia whi< h first met sponsor's suggestion for a t'nited cam-
paign to tell advertising just what broadcasting can do, has
be< n disturbed. A great deal of constructive industry think-
ng is behind campaigns to spread the word of what broad-

casting can do, when used intelligently. Recently our con-
temporary, Broadcasting, surveyed stations on their reactions
to the All-Industry presentation on broadcast advertising and
reported that 959? of the nation's stations realize that educa-
tion of the advertising industry on radio and television is
essential. Broadcasting is now also canying the torch which
lights up the truth of Broadcast Advertising Pays.

Spreading the word that broadcast advertising pays is a
big job and one that requires the teamwork of all the publica-
tions in the field of advertising and sales. Sponsor never
pictured itself as the sole protagonist for broadcast advertis-
ing. Just as in the case of its fight for a new name foi "spot,"
sponsor wants to submerge its identity in an industry-
wide effort.

There really is advertising magic in broadcasting, and we're
happy indeed that 95% of the industry believes that the good
word must be spread . . . and is doing something about it.

102

SPONSOR

Time - on - the - Air
Isn't All !

WllQt happens when a manufacturer or his
agent comes to WLW with a sales problem? If
it's at all possible, he gets help. And help through
time-on-the-air is by no means all.

At The Nation's Station, this fact has long been
recognized: advertising alone is seldom the com-
plete answer to a sales problem. So WLWs ser-
vice to advertisers goes much deeper. With a
"know-how" peculiar to the area — and with un-
rivaled facilities — WLW can help smooth out
problems of distribution, selling appeal, packag-
ing, dealer and consumer attitude and other
factors which must be right if advertising is to
be fully effective.

Here's a Case history: Several years
ago, a small local manufacturer came to
WLW. Distribution was limited in Cincinnati
— light and spotty in WLWs 4-state area. A
distribution campaign, conducted by WLWs
Specialty Sales division, was followed by a
modest schedule of spot announcements.
Recommendations were made on packaging,
selling appeal, display and supplemental
media. WLWs Merchandising Department
helped secure dealer acceptance and store
display.

The result? Sales increased and expansion
followed. In this area, the product is now the
largest seller in a highly competitive field.
The manufacturer is also one of WLW's larg-

est and most consistent advertisers . . . the
reason, we believe, why "radio advertising"
was given as the factor which influenced pur-
chases among nearly 70%of the product users,
in a recent survey of WLW's consumer panel.

Further, this advertiser has followed the same
basic formula in other sections of the country
... so successfully that two additional plants
have been established to supply the sales
demand.

The lessons and experience you may learn in
WLW-Land will apply for all the nation. For the
WLW Merchandise-Able Area is a true cross-
section of America, an ideal proving ground for
new ideas, products packages and techniques.

Yes, the nearly 14 million people who live in
WLW-Land mirror America. And with its un-
equalled facilities — its man power and "know-
how". WLW can help you learn how to reach
them . . . and sell them.

( )

THE NATION'S MOST MERCHANDISE-ABLE STATION

LISTENERS

PER DOLLAR

• Cleveland's Chief Station gives
sponsors complete co-operation . . .
combines programming and promo-
tion to deliver more listeners per dollar
than any other Cleveland station. Take
full advantage of this dominating cov-
erage. Gear your sales and advertising
plans accordingly!

BASIC

ABC Network

Bill O'NEIl, President

CLEVELAND

850 KC

5000 Watts

REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY

EMBER 1948 • 50c a copy

Why sponsors shift networks— p. 21

P&G sponsors a TV fashion show— p. 29

Sales managers' lament— p. 32

Ups & downs in selective radio— p. 62

1947 version: Smith Brothers in the Trade & Mark tradition — p. 24

The modern-day magic carpet is television.

Through the air it glides, enchanting whole cities,
captivating every member of the family.

In Richmond the magic carpet is WTVR,
"the South's first television station."

Via the NBC Television Network WTVR brings the
entertainment delights of distant regions to its
viewers; just as its sisters, AM station WMBG
and FM station WCOD, are delivering NBC favorites
to Virginia listeners.

Small wonder that Havens and Martin Stations
are a habit throughout their area.

\AFMBG am
WTVR tv
WCOD fm

&fadf *-ffafamA iff ^ts/jyr'/Hti

Havens and Martin Stations, Richmond 20, Va.
John Blair & Company, National Representatives
Affiliates of National Broadcasting Company

TS.. .SPONSOR REPORTS. .

OVER 1,000
MANUFACTURERS
SHARING RETAIL
RADIO COSTS

FOOD AD-DOLLARS
PRODUCING MORE
SALES IN 1948

CLEVELAND LEADS
IN TV SET SALES
FOR ITS SIZE
AREA

CBS LOVES
BING

DIVIDENDS
CONTINUE UP,

ELECTION
SPONSORS
GET RADIO'S
GREATEST
BONUS

BAKING INDUSTRY
MAKES RADIO
PLANS

..SPONSOR REPORT

December 1948

Although NAB's report on cooperative dealer advertising reported
over 330 firms sharing dealers' costs of advertising product of
manufacturers (usually on 50-50 basis), actual count indicates total
paying part or all of dealer's broadcasts nearer 1,000. NAB relied
upon stations reporting and in many cases stations do not know if
program cost is shared or not.

-SR-

Food sales per advertising dollar are currently 73% ahead of 1942,
it is reported by Art Nielsen of A. C. Nielsen research organiza-
tion. In same report Nielsen points out that retail food stock in-

ventories are very low and that gross profits for independent
grocers for 33 food products research-checked by his organization
were off 3.3%, from 1947.

-SR-

Even before WNBK (NBC's owned and operated TV station in Cleveland)
hit air, Cleveland was selling television sets faster, in relation
to its population, than any other area. With WEWS operating alone,
first nine months of 1948 indicated a minimum of 16,572 sets sold.

-SR-

WCBS' acceptance of "This Is Bing Crosby," Minute Maid Frozen Orange
Juice transcribed program, only commercial recording scheduled for
many a moon, is just another instance of how CBS is going all out to
show what it could do for Philco evening Crosby program, if it were
on CBS.

-SR-

Cash dividends for the third quarter of 1948 were up 14% over 1947
with SI, 385, 300, 000 being disbursed this year against $1,217,200,000

last year.

-SR-

Sponsors of network and TV election night returns received greatest
bonus ever presented to advertiser in history of broadcasting. No
sponsor received less than 100% ; more time than he had expected and
several reached several hundred times their expected audiences. One
chain received bid for sponsorship of next presidential election on
TV and radio on 3 November, voting day plus one.

-SR-

American Bakers Association is planning network public relations
program for members. Broadcast will have twofold objective - tell-
ing story of bakery foods and baking industry's attitude on national
questions while current.

SPONSOR. VoL 3. No. 2. December I!)'i8. Published monthly by Sponsor Publications Inc. Publication offices: 5800 V. Marcint St.. Philadelphia 'it. Pa. Advertising. Kdili
iat. and Circulation offices. ¥) W. 52 •*>(., New York 19. N. Y. Acceptance under the act of June 5. I93'i at Philadelphia. Pennsylvania, authorized December •}. 19'i7

DECEMBER 1948

REPORTS... SPONSOR RE PORTS. .. SPONSOR R

RESEARCH
SUFFERING

TV VIEWING
CONTINUES UP

RURAL RADIO
NET EXPANDS
BEYOND N. Y,

SET SALE

PROFITS

INCREASE

52 WEEK PROGRAM
SCHEDULE MAY
BE NETWORK
REALITY

NO GIVE-AWAY
REGULATIONS
IN DECEMBER?

INDEPENDENT
STATION PACKAGE
DEAL STILL
IN WORKS

While practically all opinion-research organizations lost few
clients due to election polling fiasco, there is no record of
any quantitative radio research organization receiving cancella-
tions. Qualitative radio researching, especially those doing "pre-
testing" of programs and commercials signed no new contracts during
November, and in several cases lost clients.

-SR-

Metropolitan New York, which is still bellwether for what's going to
happen when "everyone" has TV as well as radio set, had straw-in-
the-wind report from Pulse, Inc., during November. Sets-in-use
figures for TV-Radio homes for New York for August, September,
October were released during month. They were:

Combined TV-Radio TV only Radio only
August 1948 30.2 20.2 11.7

September 1948 33.0 23.5 11.1

October 1948 33.5 24.1 10.8

These figures were for "average quarter hour sets in use for entire
week, noon to midnight."

-SR-

Farm coverage is joining transit radio and storecasting as possible
special service for FM stations. Although original plans of Rural
Radio Network call for New York State network, stations in Connecti-
cut and Massachusetts are being added. Since no telephone lines are
used for connecting chain, low cost operations are possible.

-SR-

Most radio set manufacturers are reporting higher gross and net in-
comes, with an important part of their income coming from TV set
sales. RCA's first nine months showed net of $15,128,783 as against
$12,233,758 for the same period in 1947. Philco reported $6,631,000
against $5,632,000 in 1947 despite increased reserve for "inventory
control . "

-SR-

Despite union opposition all four networks will have more programs
on 52 week basis in 1949 than ever before. Since networks are will-
ing to make special payments for non-star performers used in repeats
of midseason shows via transcriptions there isn't much unions can do
about it.

-SR-

Regulations on give-away programs which were expected in December
may not be handed down until well into new year. FCC would like to
issue stringent rules "for good of industry" but don't like its de-
cision being appealed to the courts, which it will be if tough.

-SR-

Plans for "package deal," whereby sponsors will be able to purchase
sectional and eventually national coverage of all important markets
through number of non-network stations being sold with one contract
and one invoice, are moving slowly. 'Need of lining up key inde-
pendents that are accustomed to going it alone has delayed deal.

SPONSOR

(J) Since 1922
( fy Since June 1947
li^l Under Construction

Represented by
the K a 1 1 Agency

RvJODELfNO and mwlifieaiwaj-of the
re in Oklahoma Oiiy's Municipal Auditorium
Ts neat -ly Complete, V iUIkhl-MuI W KY-TV r operations . . .
New mohih'T^i^^rin be mos^^ijftipfete and elaborate
in industry; installation of equipment nearly
completed . . . WKY-TV antenna, atop WKY's 915-foot
AM antenna, will be the highest structurally supported
TV antenna in the world . . . Exclusive contracts have been
signed to telecast all University of Oklahoma football
and basketball games, professional wrestling matches and
midget auto races . . . Engineering, production and
programming staffs are drilling and rehearsing . . . When
\\ KY-TV goes on the air early in 1949, it will be television
at its best, up to the established high standards of
W k i ... It's not too early to make reservations for time
on Oklahoma City's first television station. \\ KY-TV
on the air early in 1949.

Owned and Operated by The Oklahoma Publishing Company:
The OKLAHOHAN and Times — ■ The Farmer-Stockman — KVOR,
Colorado Sprincs and KLZ, Denver (Affiliated Management)

DECEMBER 1948

flL * »■

1 WS»

%&l ^

SPONSOR REPORTS

40 WEST 52ND

ON THE HILL

MR. SPONSOR

P.S.

NEW AND RENEW

WHY SPONSORS CHANGE NETWORKS

RADIO SELLS COUGH DROPS

CRASHING FARM CIRCLE

P&G BUYS TV STYLE SHOW

SALES MANAGERS' LAMENT

GREETING CARDS ON AIR

MR. SPONSOR ASKS

TV RESULTS

SELECTIVE TRENDS

4-NETWORK COMPARAGRAPH

TV TRENDS

SIGNED AND UNSIGNED

SPONSOR SPEAKS

APPLAUSE

Published monthly by sponsor publications inc. Executive,
Editorial, and Advertising Offices: 40 West 52 Street, New
York 19. N. Y. Telephone: I'laza 3- 021 G. Chicago Office: 1 300 N.
Michigan Ave., Telephone Financial 1556. Publication Offices:
6800 North Marvinc Street, Philadelphia 41, Pa. Subscrip-
5"i a year; Canada $5.50. Single copies 50c.
Printed in U. S. A. Copyright 1948 SPONSOR PUBLICATIONS INC

COVER I'K 'I l l:l Toda ' Sn ithBrothere (William W. Smith
II and Robert I. Smith) phow how they would have lo

l founded the coughdrop firm. If fogrow

the chin adornment.

400 West 52nd

WRONG BISHOP

In your very interesting article Religion

Learns to Use the Air, in the November

1948 issue, there was a flaw, which in the

interests of accuracy, I know you will

wish to correct. The identifying caption

of the picture on page 40 reads "Bishop

Sherrill and Walter Abel interviewed at

Great Plays opening." Instead of Bishop

Sherrill, the caption should read Bishop

De Wolfe of Long Island, as the picture

was taken in Cathedral House, Garden

City, L. I. on the occasion of Bishop

James Permette De Wolfe's reception for

the stars Celeste Holm and Walter Abel

following the recording of Dark Victory.

Philip Kerby

Publicity Director

H. B. Humphrey Co.,

N. Y.

AGENCY LAMENT

Your story on Station Managers'
Lament was read very carefully at the
agency. Several points were well made
and will lead to some revisions in our own
practices. However, I believe a major
point which militates against stations is
the original approach they use either
through a sales rep or a member of the
station executive staff.

Agencies know that stations cannot
spend too much time and /or money on
network show promotion. I doubt
whether many agencies actually expect a
particular show or shows to receive much
personal time and attention. Why, then,
do stations insist on blowing their horns
so loudly about what terrific promotional
jobs they do for agencies and shows?

The station oversells. The agency
calls its bluff. The station backs out.
Result: Pique on the part of agency and
station. Let the stations try a little low
pressure work from now on and some of
the pressure would be lifted from their
shoulders.

When an agency has a really special
promotion, something which would be
good for everybody, the station should
make an effort to handle same. This
holds true, I believe, especially where a
show has run for a number of years and
consistently delivered audiences for the
station. It doesn't happen often, un-
fortunatelj ,

Additionally, agencies are in receipt of
many a bound piece of literature with one
radio spot enclosed as evidence that a

(Please turn to page 6)

Listeners
Are a Dime
a Dozen

...in Do/far Rich
Pittsburgh

That is. when you buy them on
Pittsburgh's Major Independ-
ent. WWSW!

A 1 6 year long listening-
habit, plus more sports,
more news, more music,
more special events will
bring you a consistently
higher percentage of the
Pittsburgh audience for
every cent spent!

Right now, the RIG buy is
the bright new afternoon-long
"Melody-go-Round" — open
for a limited number of an-
nouncements every afternoon,
Monday through Friday from
1 to 5 o'clock. Four hours of
uninterrupted melody that is
bringing substantial reaction,
indicating a strong feminine
listenership, day in and day out !

Join the throng of na-
tional* and local adver-
tisers who KNOW that
it PAYS to use

PITTSBURGH'S

Major Independent

WWSW, Inc.
Sheraton Hotel, Pittsburgh, Pa.

*Ask For joe

Here in the prosperous corn-and-wheat
belt, Mid-America's grocery bill last
year was well over a billion dollars. In
Kansas City alone, the average KCMO
listener-buyer spent $793 in food stores for her family.
Naturally, most of this food spending is done by women
. . . and Mid-America women listen to KCMO . . .
because they like KCMO's daytime schedule of
woman-interest programs. Careful attention to woman-
appeal programming means your food product advertis-
ing on KCMO gets an extra chance to increase your
share of the Mid-America grocery bill.
To sell Mid-America's women . . . center your selling
on KCMO.

50,000 WATTS DAYTIME-Non-Direcfiono/

10,000 WATTS NIGHT-siofcc.

National Representative: JOHN E. PEARSON COMPANY

data from 1947 Sales Management Survey
of Buying Power

£^,

OmDm/t-in/Wd-fherica!

MID-AMERICA FACTS

Population: 5,435,091

Area: 213 counties inside 50,000 watt measured V2
millivolt area. Mail response from 466 counties
(shaded on map) in six states, plus 22 other states
not tabulated.

Population Distribution: Farm, 48%; city, suburban,
and small town, 52%.

Net Average Income: $3334 per family.

Net Average Income Per Family in Nine Major Cities:
$5606.*

Food Sales— 9 Major Cities: $446,273,000

Total Mid-America Food Sales: $1,182,227,000'

KCMO

and KCFM...94.9 Megacycles
KANSAS CITY, MISSOURI

Basic ABC for Mid- America

ONE station • ONE set of call letters
ONE rate card • O NE spot on the dial

DECEMBER 1948

NOW ! -

television

FOR THE WCH
TRADING AREAI

•, November 24, **•»
WA VE-TV went on the a.r ^ .„ d n

tow n Lou.sv.Ue, and ^ lotalg 41 J

combined expeneoee

el 5.

-nleen honrs per wee "V
W e are now t^eeasUug severe sports , and

feuding eig" ^"JcUereiaV ——
ffi „re than two Hon

lt ed «»«» bo '" '..., hv Free &

joth NBC and ABC
affi, rl represented bv "

Televis» oU

Networks

^■SS, KENTUCKY

CHANNEL 5

PETERS, INC

N „«)HrU REPRESENTEES

10 West 52nd

continued from page 4

station has been promoting a program for
60 or 90 days. That type of evidence is
more annoying than comforting. It
would he better to keep the spot at home.

We don't blame stations for not coming
in on promotions. We do say they should
be honest about the situation and not
write a series of "hail fellow well met"
letters indicating they are going to do
something, when we know (and they
know) they're not.

Stations might remember that most of
us have worked for networks and stations
at one time or another. We, too, can de-
tect the tongue-in-cheek and the empty
gesture.

As for prizes for all, some time ago we
i ilk-red cash to stations carrying one of our
programs. Any station could get the
money to either pay for a single promo-
tion stunt or help pay for a stunt built
around the program. Well, quite a few
stations asked for the money and came
through with good stunts. Many did not.
The question is: What will make a station
do a promotion if cash won't?

We happen to think shows can be made
by local station effort. We are constantly
working for better relationships with the
stations and are willing to help them out
as much as possible and wherever possible.
Incidentally, publicity departments some-
times have a hand in helping to pick sta-
tions for campaigns. We know which
stations produce good promotions and
have no hesitation in recommending them
when the matter is broached — as it is
many times during the year.

The problem is a knotty and important
one. Perhaps network promotion heads,
agency radio publicity heads and station
representatives could sit down somewhere
and thrash it out with a view toward
setting up some kind of working arrange-
ment which would satisfy all sides.

From our side of the fence, we're per-
fectly happy to forward good station
promotion to the clients and bring it to
the attention of our account executives.

I refuse to believe the statement which
a station manager made to me some time
ago. "Hal," he said brightly, "we'll do
everything we can to help you — except
work!"

Hal Davis
Publicity Director
Kenyon & Eckhardt
N. Y.

(Please turn to page 44)

SPONSOR

Emmet County is part of

• • •

IOWA

SO IS

Big Aggie

Sam \<ki>. the winner!

I capacity croud packed the ha 1 ! park to •.<■<■ the II \ I \
Missouri Valley Horn Dance.

Nothin' likr a celebration. Estherville's
biggest took place October .l when Sam Naas,
winner in Iowa of the WNAX 5-state Farm-
stead Improvement Program, was presented
$1,000 iii merchandise.

Like this young Emmet county farmer, 1,043
other entrants from 203 counties have made
substantial "Farmstead Improvements" — in-
spired by this WNAX-inaugurated 3-year
program. A notable example of hov> \\ N \\
continues — Serving the Midwest Farmer!

Ask a
Katz man

It I

SIOUX CITY * YANKTON *«!»«»• WITH THE AMERICAN BROADCASTING CO.

DECEMBER 1948

The empty studio • • •

No voice is heard now. The music is still. The studio audience has gone home.

But the work of the broadcast has just begun. All through the week . . . between broadcasts . . .
people everywhere are buying the things this program has asked them to buy. Week after week.

From the beginning, the country's shrewdest advertisers have chosen network radio
to maintain this weekly contact with then- customers.

And in all radio, no voice speaks today with more eloquent authority or economy than
that of CBS -first choice, among all networks, of America's largest advertisers.

THE COLUMBIA BROADCASTING SYSTEM

Advertising Allowances Must Be Watched

Enforcement of the Robinson-Patman Act, which has been lax
during the past 18 months, will be tougher after the first of the
year. As business conditions become tighter, more independent
merchants start complaining about "special" discounts and
advising allowances which they claim are given "the other
fellow." Innumerable cases where broadcast advertising allow-
ances have been paid for one dealer and not given another are
said to be on record.

Excess Profits Taxes to Increase Ad-budgets

Increased excess profit taxes, which seem assured next year, are
already producing some advertising budgets that are bigger
than they were a year ago. Corporations fear that amount of
money they spend for advertising won't be permitted to jump
radically when higher excess profits taxes go into effect. Taxes
must, say tax experts, increase to at least 50% and there's a
fair chance that in some brackets they may be set at 60-70%.
Organizations feel certain that it's better business to spend the
"excess" earnings in advertising than taxes.

Social Security Benefits Up

Increased social security benefits will release a certain amount
of buying by over-60's who have been watching their nest'
eggs carefully. Social Security benefits are expected to go up
about 50% and the starting age to shift from its current 65
to 60.

Banks Increase Advertising Plans

Banks are due for a blast by President Truman who feels that
they have done nothing to hold back inflation. As a pre-
cautionary measure a few more advertising dollars will be
spent by "big" banks throughout the country to "tell" the
bankers' side of the story. Washington is in a position, through
the Federal Reserve setting certain interest rates, to make
banks sweat.

Farmers Are Smiling

Farm subsidies, which were held to be in question under a
Dewey presidency, are now certain to be continued. Farm
market will therefore receive increasingly more attention during
1949, from advertisers.

"Musts" Take Over 50% of Consumer Dollar

Groceries, direct taxes, apparel and housing, in that order will
take over 50% of the 1948 estimated per-capita consumer ex-
penditure during 1948. Groceries alone, according to the
Bureau of Census, will take 21.9% of all the consumer spends.
Cost of food will increase, so apparel expenditure is expected
to decrease in 1949. Apparel took 8.5% of all monies spent
by U. S. consumers in 1948.

Tax for TV Bars?

Looking for tax sources may bring the extension of the 20%
entertainment tax to bars and grills with TV receiver installa-
tions. Court decision in State of Washington, that even a
juke box is entertainment, if a place to dance is made avail-
able, is a straw-in-the-wind. When all the entertainment
unions together couldn't stop the 20% tax for regular night-
clubs, there doesn't seem much chance for TV, equipped bars.
However, a fund of many thousands has been raised to fight
the tax and it won't "slip" through without a well publicized
yell.

Another P. 0. Rate Increase?

Postal rates, which jump in certain classifications after the first
of the year, are due for another jump which will hit second class
entry publications as well as all organizations using other than
first class mail. Stepbrother treatment, which other than first
class material is receiving currently, is just part of the cam-
paign. P. O. wants to be self supporting, since this will make
it easier to give the boys in grey some more money, which
nearly everyone thinks is overdue.

Richards' Station Case to Point FCC Attitude

Radio industry is watching what action the Federal Communi-
cations Commission will take on the charges that the Richards
stations KMPC, WGAR, and WJR "slanted" news. Reason
for the close watch is not that Frank Mullen (ex-NBC and now
Richards stations' president) will he handling the defense, but
the feeling that the FCC decision will indicate just how tough
the Commission plans to be for the next four years.

Washington Has Renewed Importance

With Truman really in the saddle for the next four years, big
corporations are laying plans for a far more intensive watch-
dog operations in the Capital. No plans, they feel, will be
good, without a clean-cut idea of what the new New-Deal
will do.

"Basing Point" Hits National Advertisers

National advertisers are fighting recent decisions of the Federal
Trade Commission forcing price setting on an f.o.b. basis and
prohibiting absorption of freight costs. Business' recent
tendency (pre-new basing point ruling) to establish a retail one-
price system throughout the United States will have to be
forgotten if the f.o.b. ruling stands.

This will force local cut-ins on every network program using
price-mentions. More and more price appeal copy is being
broadcast and network traffic men worry about the day when
50% of all programs may have regional cut-in announcements.

SPONSOR

M LA_M /. FLORIDA

DECEMBER 1948

People in this Billion Dollar Retail
Sales Area listen to WPTF Than To
Any Other Station!

Findings include sets-in
use, station ratings,
share-oraudience flow
and composition by
quarter hours.

Rep. FREE & PETERS, Inc.

Mr. Sponsor

Holier I >l. (pray

Manager, Advertising-Sales Promotion
Esso Standard Oil Company, New York

Bob Gray had been with Esso* for just a year when the giant oil firm
opened up the entire field of sponsored selective newscasts with the Esso
Reporter in October, 1935. Prior to that, the wire services had been
jealously refusing to sell news coverage to radio. The Esso deal changed
all that. Hoosier-born Gray has followed in that pattern of new adver-
tising wrinkles in the past 14 years. Gray and Esso were experimenting
in TV as early as 1939 with telecast news on NBC. The TV know-how
he gathered in those "early" days is paying dividends now. Esso's one-
minute TV film announcements, seen in eight TV markets in the 18'State
sales area of Esso Standard Oil, are among the best in video advertising.

Esso Standard Oil is just one of the many affiliated and subsidiary
companies of that granddaddy of the oil industry, Standard Oil Company
(N. J.) but it sets the advertising and sales pace for the other members
of Standard's far-flung family. It sells its products in states from Maine
to South Carolina, and in Tennessee, Arkansas, and Louisiana, and
accounts for a fair percentage of the $2,354,916,766 gross operating
income Standard had last year.

At least half of the $2,000,000 plus advertising budget Gray has been
spending in 1948 was earmarked for one of several forms of broadcast
advertising. The rest went for outdoor, publication and direct mail
media. Esso air selling in 1948, under Gray's jurisdiction, included the
Esso Reporter on 42 stations, film announcements on eight TV stations,
and the U. of Arkansas football games (in a deal with Standard's Texas
offshoot, Humble Oil) on Arkansas' Razorback Networks. Gray fre-
quently urges Esso dealers to use radio on their own, sends them gratis
air copy and e.t.'s, and reports more than 475 buy air time now.

Esso's sprawling parent, Standard Oil Company (N. J.), bought the
New York Philharmonic recently on 164 CBS stations to do a national
institutional job for itself and member firms. However, Gray and Esso
Standard have worked out a lend-lease deal by which 18 Esso Reporter
shows (on CBS stations) plug the symphony on Saturday nights. In
return, Esso products get a cut-in plug on some 54 CBS stations carrying
the symphony in Esso territory. Gray makes even low-pressure adver-
tising do .i selling job for his firm.

/ o Standard wot formerly called Standard Oil < <■ of %<•"■ Jersey .
with Oif /hin nf tirm, tin name wot changed m February^ t948,

1 fter yean <<f l>rtn>i confused

SPONSOR

listener

Post war radio has seen many
changes in listener trends. A good
example of this is the recent survey
made in the North Dakota market.
Station KSJB (Columbia) with studios
in Jamestown and Fargo now leads all
others two to one. But why?

There are two answers. The first is
programming. KSJB takes full advan-
tage of Columbia's shows. Then, every
local show is designed to satisfy local
tastes and "build" to the network.
There are no abrupt changes of pace.
The switch from "folk music" to

symphony is gradual and with respect
for the mood of the listener. An im-
portant factor in maintaining audience
and yet satisfying a mass market.

The second reason for KSJB's re-
markable gain is power. With 5000
watts unlimited, at 600 Kilocycles, plus
remarkable ground conductively, they
can be easily heard throughout the
tri'State, 94 county market.

These are the reasons why more
people listen to KSJB. . . . They can
hear KSJB . . . and they like what
they hear.

CBS Leads in North Dakota with KSJB 5,000 Watts Unlimited

8:00 8:15 8:30 8:45 9:00 9:15 9:30 9:45 10:00 10:15 10:30 10:45 11:0011:15 11:30 11:45 12:00

A.M. A.M. A.M. A.M. NOON

1
STATION

1 1
'A" FARGO

STATION "B" BISMARCK

— • KSJB JAMESTOWN & FARGO

■■■ * ■

^ • +

•

^^ •

♦

w
•

•

^^ ♦ •

•

••

••
•

•
•

'"..

••••••«

•"

* t

g •

-M- •—

^•.V-

•
•

•

•
•
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•
•

••.

'••♦..

,yr —

•• • •• »«

• \

f •
f i

»•••••«

•

"«

This survey was based on 1780 calls made in seven key North Dakota counties by Conlan Radio Reports. Other periods
were also studied with the same results. KSJB led all the way. In the " Distribution of listening homes among stations"
KSJB led by 54.4 mornings, 46.5 afternoons and 49.6 evenings, a better than two to one lead over all other stations.
For complete details ask your Geo. Hollingbery representative to see the latest survey ... he has availabilities too.

KSJB

with Studios in Fargo and Jamestown

/?&&&

New developments on SPONSOR stories

'Give that

ponsor..

A COMPARISON of Rhode Island net-
work-station rates shows the sponsor on
the receiving end when he specifies
\\ I CI . . . for here's complete coverage
at considerably lower cost . . . releasing
dollars for duty where the going is
tougher.

Current rates of the three com-
peting 5000-watt full-time stations
show for a five-a-week one-minute
spot 26-week schedule — ■

STATION "A" 13% Higher
STATION "B" 16*$% Higher
STATION "C" 59% Higher

THE LOW COST NETWORK

STATION IN RHODE ISLAND

5000 WATTS
DAY & NIGHT

WALLACE A. WALKER, Gen. Mgr.

PROVIDENCE, The Sheroton Biltmore

PAWTUCKET, 450 Moin St.

Raprti*nt»ttv*t:

AVERY-KNODEL, INC.

p.s

See: "Petrillo Plans Ban Lifting"

Iccno- October 1948, page 112 and p.s. November
' 1948, page 20

en the market? What is

1948, page 20

How soon will new records be
the transcription picture?

The recording ban is over — all except for the official blessing of the U. S.
Department of Justice. This is no longer news to advertisers. What is
news is the fact that all the disk manufacturers have plans ready for an
intensive group of recording sessions in order to catch up on new tunes
that have hit the best'Seller sheet-music lists since January of this year.
The record business has been sorely hit by not having "hot" numbers on
the dealers' racks. Recent consumer buying has been for necessities, and
while a hit tune on wax is frequently judged a must for recorded-music
fans, anything short of the current rage goes begging. Lack of new music
on disks has also prevented disk jockeys from startling the nation with
their favorite tunes over independent stations. Regular platter com-
mentators at stations have held their fallowings with ratings only easing
off from a fraction of one index point. They have held listeners because
of their personalities — proving that general thinking was incorrect in
assuming that it was the disks not the jockeys which were responsible for
the high listening to record music on local stations.

There isn't too much enthusiasm over the ban lifting at most transcrip-
tion organizations. There won't be any great rush of orders for custom-
built musical transcriptions but there are a number of orders for e.t.
announcements for disking. Music libraries will of course "freshen-up"
their collections and will continue at pre-ban levels.

p.s

See: "Music Libraries Stress Commercial Programing"
ISSUd October 1948, page 41

To what central source can a sponsor go for data on e.t.
musical library shows?

It's important to advertiser and agency that they can go to a single source
for information on the number and quality of transcribed musical library
shows available for sponsorship. Through their program research service,
the Paul H. Raymer Company, New York, is now set up to provide data
on kinds and quantities of music; production; program scripts; promotion
aids for library-built shows.

In addition, the Raymer service is compiling information on the selling
records of transcribed library shows sponsored on Raymer stations. The
facts are available to anyone interested.

Not only the management of library service disks and equipment but
of the entire station disk library calls for a librarian with know-how if
the station is to avoid headaches, mishaps' and lost dollars in utilizing its
musical resources. To provide the necessary training of librarians at no
cost to its stations, Broadcast Music, Inc., the industry's own music
licensing organization, has just started a series of two-day model library
courses, given in its New York headquarters.

Transcribed music for backgrounds, etc., has already become so im-
portant to television stations that Associated Program Service, Inc. has
built a special television library of some 2,000 disks which 27 of the 43
stations on the air. as this story went to press, are now using. The
library costs $75 per month (two year minimum contract) and at present
the contract contains no escalator clauses. A station may feed the music
to a network without extra cost to any station whose affiliates are Asso-
ciated subscribers. Associated provides 2t lice replacements (breakage,
wear and tear, etc.) a year, plus 25 new disks monthly which a program
managei ma\ select either from the firm's catalogue or the regular monthly
releases.

SPONSOR

■■■

it's easy,

IF YOU
KNOW HOW!

Okipping the obvious puns about "bull," we'd just like to
say that running a big-time radio station in the deep South
requires some pretty fancy stepping which only experience can
teach.

KWKH has experience. For 23 years we've been working
to take the guesswork out of programming — to put Know-How
in! We know about Dixie devotion to tradition, and we know
the progressive outlook, too. . . . We know our listeners' social
and economic picture. We know what they want to hear,
and when.

What's the result? Well, of all the rated CBS stations in the
country, Hooper ranks KWKH 10th in the morning, 9th in the
evening. If you really want to boost sales in this prosperous,
four-state area, write us for all the facts!

KWKH

50,000 Watts

DECEMBER 1948

CBS

SHREVEPORTf LOUISIANA

Arkansas
Mississippi

The Branham Company
Representatives

Henry Clay, General Manager

SPONSOR

new and renew

M m

New National Selective Business

SPONSOR

PRODUCT

AGENCY

STATIONS

CAMPAIGN, start, duration

American Chicle Co
Bon Ami Co

Chewing Gum
Class Gloss

Colgate-Palmolivc-I'eet, Inc. Colgate Dental

Cream
Gruen Watch Co Watches

Lever Brothers Rayve Home

(Pepsodent Div.) Permanent

Vish-Kelvinator Corp 1949 Nash

(Nash Motors Div.)

National Dairy Products Corp Sealtest dairy

products

Old Dutch Coffee Co
Personal Products Co
RKO Radio Pictures

Vick Chemical Co

Coffee

"Yes" tissues

Movie: "Joan of
Arc"

Vick's VapoRuh

Badger and Brown-
ing & Hersey

BBD&O

led Bates
Grey

J. Walter Thompson

(Chi.)
Geyer, Newell &

Canger
N. W. Ayer

Pock
BBD&O

25-50

(Re-entering nikts used

in summer 1948)

2-3*

(Test campaign. West Coast.

New glass-cleaner)

150-200*

(Continuation of 1948 sched)

Indef
(Pre-Chrlstmas promotions)

200-300

(Natl campaign, major mkts)

150-200*

E.t. annemts, breaks; Jan 1; 13-
wks

E.t. anncmtS, breaks; Dec 1; 26
wks

Foote, Cone &
Belding

Morse

E.t. annemts. breaks; Jan 1; 13-52

wks
E.t. annemts. breaks; Nov S-l>,-<

15 (or later)
E.t. annemts. breaks; Jan 1; 26

wks
E.t. annemts, breaks; Nov-Dec
(Natl campaign for new models) starting dates; 6-8-13 wks

50* Dorothy Dix (ABC co-op arrange-

(ABC stas only. Dealer cut-ins ment) as sched MTWTF 1:45-2
Five O&O stas not co-op) pm; Jan 3; 52 wks

0-15 E.t. annemts; Nov starting dates

13 wks
E.t. annemts; Nov starting dates;

13 wks
E.t. annemts. breaks; from Nov 1 1
on; 1-2 wks per campaign

(Limited regional campaign)

15*

(Limited natl campaign)

Indef

(Intensive regional campaigns

with roadshow dates)

100*

'Adding small stas in existing

Vick major mkts)

E.t. annemts; Dec 1; 6 wks

*Station list set at present, although more may be added later.

(Fifty-two weeks generally means a 13-week contract with options for 3 successive 13-week renewals. It's subject to cancellation at the end of any 13-week period)

fl^y New and Renewed on Television (Network and Selective)

SPONSOR

AGENCY

NET OR STATIONS

PROGRAM, time, start, duration

American Tobacco Co

(Lucky Strike)
Elizabeth Ames Co.

(Perfume atomizers)
Anheuser-Busch. Inc

(Budwelser Beer)
Artistic Foundation Co
Associated Lace Corp
B. T. Babbitt. Inc
A. S. Beck Shoe Corp

Botany Worsted Mills

V \V. Ayer

Ray Hlrsch

D'Arcy

Hirshon -Garfield
Ray Hlrsch
Duane Jones
Dorland

Sllherstein-Goldsmith

Brentwood Sportswear Co J. R. Kupsick

Bristol-Myers Co

(all acceptable prods)
Bulova Watch Co

BVD Corp
Celomat Corp

(Vu-Scope TV lens)
Chevrolet Dealers of N. Y.
Cluett. Peabody & Co Inc
Conmar Products Corp

(zippers)
David Crystal. Inc
Curtis Circulation Co

Dan River Mills. Inc
Egan Fickett & Co

(Punch & Judy oranges)

Florida Homesltes. Inc
Ford Motor Co

Doherty. Clifford &

Shenfield
Biow

Grey
Tracy-Kent

Cambell-Ewald (N. Y.)
Young & Rubicam
William II. Welntrauh

BBD&O

John A. Cairns
Moore & Hamm

Flint

Kenyon & Eckhardt

WRGB. Schen.
WPIX. N. Y.
WJZ-TV, N. Y.

KSD-TV, St. L.

WJZ-TV. N. Y.
WJZ-TV, N. Y.
WCBS-TV. N. Y.
WNBT. N. Y.
WCBS-TV, N. Y.
WXYZ-TV, Detr.
KTLA. L. A.
WBKB, Chi.
WNBT, N. Y.
WBZ-TV. Bost.
WRGB. Schen.
WJZ-TV. N. Y.

WCN-TV, Chi.
WNBT, N. Y.
WMAL-TV, Wash.
WGN-TV. Chi.
WNBW. Wash

WCBS-TV. N
NBC-TV net
WJZ-TV, N. V.

WJZ-TV, N. Y.
WBKB. Chi.
KTLA. L. A.
WJZ-TV, N. Y.
WPIX. N. Y.

WJZ-TV, N. V.

WPIX. N. Y.l
WBKB. Chi.
K I I \ . L. A.

\ .

DECEMBER, 1941

| ~— ~-~-~r~ 1 . r • v ,

Film annemts; Oct 15; 13 wks (n)

Film annemts; Oct 25; 9 wks (r)

Partic In "Fashion Story" ; Th betw 8-8:30 pm; Nov 4; 13 wks (n)

Snapshots from Hollywood; 10-min as sched weekly; Nov 18;

13 wks (n)
Film annemts; Nov 12; 26 wks (n)

Partic In "Fashion Story"; Th betw 8-8:30 pm; Nov 4; 13 wks (n)
Missus Coes A-Shoppin'; Wed 1 :30-2 pm; Dec 8; 52 wks (r)
Film annemts; Nov 5; 4 wks (n)
Film annemts; Oct 22; 13 wks (n)

Partic In "Lady of Charm"; Tu as sched; Nov 16; 13 wks (n)
Weather annemts; Nov 8; 13 wks (r)

Weather annemts; Nov 5; 2-wk test, continuing if effective (r)
Weather annemts; Oct 29; 13 wks (n)
Weather annemts; Oct 8; 13 wks (n)
Film annemts; Oct 22; 52 wks (n)

Time annemts; Oct 29; 13 wks (r)
Time annemts; Oct 12; 25 wks (r)
Time annemts; Nov 1; 52 wks (n)
Film annemts; Nov 1 ; 13 wks (r)
Film annemts; Oct 30; 6 wks (n)

Film annemts; Nov 12; 13 wks (r)

Phil Silvers; Wed 8:30-9 pm; Nov 24; 13 wks (n)

Partic in "Fashion Story"; Th betw 8-S:30 pm; Nov 4; 13 wks (n)

Partic in "Fashion Story"; Th betw 8-8:30 pin; \o\ 4; 13 «ks (n)

Film annemts; Nov II (thereafter monthly for week of publica-
tion of Ladies Home Journal); indef (n)

Partic in "Fashion Story"; Th betw 8-8:30 pm; \..\ I. 13 wks (n)

Partic in "Comics on Parade"; Sun betw 5:30-6 pm; Nov 21;
4 wks (n)

Partic in "The Fitzgeralds"; Mon betw 7:15-7:30 pm; Noi 21;
6 wks (n)

Annemts; Oct 11 ; 24 wks (n)

Ford Theater (teletranscriptions); Sun 1-hr as sched monthlj
Oct 17; 52 wks (on K Ti.\. until CBS affil starts telecasting) (n)

Genera] Electric Co

Maxon

Gruen W atch Co
A. 1). Juilliard Co
Lever Brothers

I bus. II. Lipton l)iv.)
I Iggetl .\ Myers Tobacco Co Newell-Emmetl

Grey

Gotham

^ oung & Rublcam

Lionel < !orp
PhiUp Morris & Co
National Plywoods, Inc

< llilsinol.il,- |)iv. of

General Motors < !orp

iv |.si ( ola (in of <:iii.

Pioneer Scientific Corp

(Polaroid I \ lens)

Procter & Gamble ( !o
C. H. 1). Robbins Dress Co
Ronson Art Metal Works
Sta-Neet Corp

(haircut comb)
Sterling Drug, Inc

(Centaur-CaldweU Di\. for

"Mulle Brushless")
Transmlrra Products

(TV filters)
Trans vision, Inc < T\ kits.)
Unique Art Mfg Co

K.iss

Blow
MacDonald-< took

I). P. Brut b. ■

i ay ton

( lompton

Henry .1 Kaufman

Cecil & Presbrej

Mayers

Young & Rublcam

Smith. Bull ,N

Mil reerv
II. J. Gold
Gram

l niud Cigar-Whelan

Stores, Inc
Vlck Chemical Co
WaU n Tele-Vue Lens I .•

Stephen F. Whitman

Stanton B. Fisher

Morse international

( '.ay ion

Ward W heelock

ABC-IA nil

WFIL-TV, Phila.
WJ/.-IN \ 1
I Its- I \ nil

W \\ /-I \ . Deir.
ABC-IA mi
W B/- T\ . Bust.
WENR-TV, Chi.
VVNB1 n 1

WGN-TV, Chi.
VVRGB, S, hen

W Mil. N. V.
WNBW. Wash.
NBC- TA in i
W M \l I \ . Wash
WBZ- I A . Bust.
WCBS-TV, N. V.

W Mil V V.

VVNBT, N. Y.

WBZ- l \ id. si
WBKB, Chi.
KTI.A. I \
\\ MIT, N. Y.
DuMont nel

NBC-TV nel
NBC-IA mi

WPIX, N \

Stop Me If You've Heard This One; Sun 8-8:30 pm; Jan 2;

52 w ks (n)
Time anncmts; Oct 25; [3 wks (n)

Par tic in "Fashion Story"; Th hctw S-«:30pni; Nov 4; I3wks(n)
Client Scouts (simulcast with AM radio); Moll 8:30-9 pm;

Dec 6; 13 wks (n)
Film anncmts; Nov 17; 52 wks (n)

Tales of the Red Caboose; Fri 7:30-7:45 pm ; Oct 22; 13 wks (n)
Film anncmts; Oct 25; 13 wks (n)

Second Guessers; 15-min as sched weekly; Nov 7; 13 wks (n)
NBC-TV Newscasts; Wed 10-10:10 pm; Oct 27-Nov 10 (thereafter

on full NBC-TV net); 13 wks (n)
Sparkling lime; Wed 8:30-9 pm; Nov 10; 13 wks (n)
Film anncmts; Nov 3; 13 wks (n)
Film anncmts; Oct 30; 13 wks (n)
Film anncmts; Nov 6; 13 wks (n)
I'd Like to See; Fri 9-9:30 pm; Nov 5; 13 wks (n)
Parti C in "Fashion Story"; Th hctw- 8-8:30 pm; Nov 4; 13 wks (n)
Time anncmts; Oct 11; 12 wks (n)
Film anncmts; Nov 15; 13 wks (n)

Film anncmts; Oct 16; 8 wks (n)

Film anncmts; Nov 8; 13 wks (n)

Anncmts; Oct 15; 6 wks (n)
Film anncmts; Oct 1; 13 wks (n)

Film anncmts; Nov 24; 13 wks (n)

Charade Quiz; Th 8:30-9 pm; Oct 21; 13 wks (r)

Picture This; Wed 8:20-8:30 pm; Nov 10; 13 wks (n)

Great Fights; 5-min film as sched following Gillette bouts;

Oct 15; 13 wks (n)
Film anncmts; Nov 15; <i wks (n)

New On Networks

SSSS

SPONSOR

AGENCY

NET STATIONS

PROGRAM, time, start, duration

< i. me Products Co Inc
Elgin National Watch Co
Kins, i Frazer < !orp
Mars lo.

Revere ( illllrra Co

Bermingham. Castleman id

Pierce
I w altei l hompson

w iiii.im Welntraub

Gram

Roche, Williams & Cleary

MBS

NBC

165

MBS

476

NBC

ABC

42
46

Your's for a Song; Fri 9:30-9:55 pm; Nov 19; 26 wks

Holiday Star Time; Th Nov 25. Sat Dec 25 4-6:00 pm;

Nov 25
Adventures ol the Thin Man ; Th 9-9:30"pm; Oct 28;52«ks
Meet the Boss; n.ii 9:30-10 pm; Oct 2.K; 52 wks
Dr. I. 0. Jr; Sat 5:30-6 pm; Jan 8; 52 wks
Jo Stafford; Th 8:30-8:55 pm; Nov 11; 52 wks

■ Fifty-two weeks generally means n 13-week contract with t>f>li"its h>r tttrre successive 13 week renewals, lis subject to cancellation at the end of any 13-ic*ek /*

Renewals on Networks

SPONSOR

AGENCY

NET STATIONS

PROGRAM, time, start, duration

( barter Products Inc

Club Aluminum Products Co
Continental Baking Co
International Milling Co

Ludens in.
Swift &■ Co

Sullivan. Stauffer. Cnlwell &

ABC

Bayles

I.eo Burnt- 1 i

Mil

5(,

leil Bates

CBS

( rooks

MBS

117

.1. M. Mai his

CBS

161

.1 Walter Thompson

Mil

289

NBC

162

Jimmie Fidler; Sun 10:30-10:45 pm; Oct 3; 52 wks

Club Time; Tu 10:45-11 am; Nov 2; 52 wks

Grand Slam; MTWTF 11:30-11:45 am; Nov 22; 52 wks

Oueen for a Day; MVYF 2-2:30 pm (alt 15 min segs); Oi I

1 1 ; 52 wks
Strike It Rich; Sun 5:30-6 pm; Nov 28; 52 wks
Breakfast Club; MTWTF 9:15-9:45 am; Oct 25; 52 wks
Meet the Mccks; Sat 11-11:30 am; Nov 6; 52 wks

New Agency Appointments

SPONSOR

PRODUCT (or service)

AGENCY

I III illl \llllll 111! V \

Arnold Bakers Inc. Port Chisi, i N 1

\/ni Brewing Co. San Diego

c ii i ei Produi is In, N ^

Cinderella Foods Inc. Dawson Ga.

Iiilsi.n Candy Co, N t

Eberhardl & Ober Brewery, Pittsb.

Emerson Radio Co. N. Y.

Federal Old Line Life Insurance Co. Seattle

Gantner .N Mai urn s l

Garcia & O'Connell, Sebastopol Calif.

Iladilail-Wllhclm Inc. 1 A

Hance Bros & While Co. Phila.

Harvard Brewing Co. Lowell Mass.

John l r \ i nii shoe Corp, Boston,

Karlcrs Cough -I ./>■ Co, Detroit

Kellogg Co I. id. London Ontario

Levei Brothers < •■ (Pepsodenl dlv), Cambridge Miss

Mill, i Brewing Co, Milw

Nestled, n ^

Wines
Bread, rolls
A. B. C. Beii

Si ,il> Inc. Chi.

■ ayloi Reed • orp, Glenbrook Conn.
I nlversal Carloadlng & Distributing Co Inc, N.
w hltehall Pharmacal Co, N ^

u ii Mfg • .. In. l'hila.

n.ii i asan

Peanut but lei
Delson I hin minis
Beer
Radio

Insurance .
Swim suits

i Sauce dehydrated apples

Dolly Madison Wines
Pharmaceuticals

Beer, Ale
Shoes

Cough-Eze
Breakfast foods

Lypsyl
Beet

Nis. afe. milk prods

Mil I IISSIS

i ocoa-Marsh Tumbo Puddings
Frelghl foi warder

Mj st i. Il.iii.l ( acam

U Miliar Peanut But tit

William von /.chic. N. Y

Benton & Bowles. N. V.

Zeder Talbott, Detroit

Raymond Sped or, N \

Beaumont & I li.li iii.m . Atlanta

Samuel CroOt . N ^

Smith, Taylor & Jenkins, Pittsb

Blaine- I hompson. N. Y., for TV

Pa* ilu Nai ional. Seat lie

Kim hi mil & Ryan. S. F.

Beaumont id llohman, S. F.

Davis, L. A.

Aitkin- Kynet I. Phila.

Duane Jones. N. Y.

Kay Austrian. N. Y.

Luckoff. Wayburn & Frankel, Detroit

kenyon & likhanll. Toronto

RutiirauiT i\ Ryan, V y., foi Canada adv

klau-Yan Piiiiisniii-Duiilap, Milw.

Dohirtv. Clifford & Mi.iih, I.I N ^

Robert w . on. N. V.

st. Georges & Keyes n \

Raymond Spector. N. Y.

Harry B Cohen, N \

( Jemenis. Phila.

I 'lease turn to page 80)

OPENING COMMERCIALS ARE

REMEMBERED BY

IOWA LISTENERS/

he 1918 Iowa Radio Audience Sur-
vey* proves that Iowa listeners remem-
ber the opening commercial of the first
program heard each day, and can later

identify the product!

48. 3 ( r ' ( of Iowa women and 47.3% of
Iowa men report they hear the first
commercial of the day's first program.
70.7% of the women and 65.3% of the
men could definitely identify the prod-
uct advertised ...

Conclusion: Iowa radio listeners give
extraordinary listenership to radio!

The 1918 Iowa Radio Audience Survey
is full of just such "new information
not previously gathered about listening
habits in Iowa," as well as the newest
and most up-to-date revisions of stand-
ard information on station and pro-
grain preferences, etc.

Send for your complimentary copy
today! Write us or Free & Peters.

* The 1948 Iomu Radio Audience Survey is a "must"
for every advertising, sales, or marketing man who is
interested in the Iowa sales-potential.

The 1918 I iliiiini is the eleventh annual study of
radio listening hahits in Iowa. It was conducted hy
Dr. F. L. Whan of Wichita University and his staff, is
based on personal interviews of 9,224 Iowa families,
scientifically selected from the city. town, village and
farm audience.

As a service to the sales, advertising, and research
professions, WHO will gladly send a copy of the 1918
Survey to anyone interested in the subjects covered.

WIN®

+/©r Iowa PLUS +

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President

I*. A. Loyet, Resident Manager

FREE, .^PETERS, INC., National Representatives

DECEMBER 1948

, ■iii ,, 'iiiiiiiiiiii Hiiiiip

There's a lot more to it than this . . .

The real question is — where and to whom is that commercial
message going? . . . and what is it going to do when it gets there?

Radio waves travel indiscriminately in all directions.
So do a lot of sponsors' sales stories. In advertising this means
waste circulation, a very expensive luxury.

If your aim is to reach exactly the people you want in exactly
the markets you want ... if you appreciate being able to
concentrate your sales effort in one area and go easy in another
... if the flexibility of short-term contracts appeals to you . . .
if you like to select your own program times regardless of zone
differentials ... if you want to make every advertising penny count
(and who doesn't! ) . . . then — the place for a large share of your
advertising budget is National Spot Radio . . . and the place to get
all the information, guidance, facts and figures about Spot Radio is...

Weed

a n ci co m p a n y

radio and television
station representatives

new y o r

boston

Chicago

S .1 II

I .1 11 C 1 s c o

a t 1 a n t a

» d e t t o i t

Hollywood

SPONSOR

At meetings such as this, sponsors change networks. (Left to right) Bill Weintraub, Ed Kobak (MBS), Edward Kaiser, Guy Lombardo, Harry Trennef

Why sponsors change networks

^^^to-i^ Sponsors change networks
for every reason from pique
" to interlocking directorates.
And there are more changes because of
irritation than because of the fact that an
advertiser's stock is held by interests
which also hold stock in a network.
Colonel Robert McCormick for instance
is an important stockholder in General
Foods but G'F buys very little time on
WGN, which McCormick owns or on
Mutual, of which WGN is a 20 c ( ' owner.
A like situation exists with Rexall, of
which Edward J. Noble, majority owner
and chairman of the board of ABC, is an
important stockholder. ABC has still to
have any Rexall network business shifted
to it.

DECEMBER 1948

On the other hand the shift of American
Tobacco's Hit Parade from CBS to NBC
is said to have been more because of the
recommendation of a program executive,
eX'vp in charge of programs of CBS and
radio head of the then ATC agency,
Foote, Cone & Belding, than because of
any other single reason. His memory of
CBS was said to be not too happy. The
entire broadcast schedule of a condensed
milk firm shifted from one network to
another because of the manner in which
the sales manager of the network handled
the shifting of a necessary time slot for the
milk firm.

In the pique shifts, there is always an
apparently good reason for the moves.
Seldom is a changeover from chain to

chain made unless it will stand up on the
surface. It is axiomatic that the madder
a man becomes with a medium, the more
energy he expends in finding a good sub'
stitute for the medium which has raised
his ire. NBC is delivering a higher
Hooper for the Hit Parade than its previ'
ous network. The milk company's pro-
grams haven't been too set in their
present slots to give a clearcut indication
of how they'll deliver. In the latter case
the annoyance of the executives with
their former network was such that the
president of the company in a closed cir-
cuit talk to station managers of his new
network pointedly told his listeners that
he was on the new network because "we
have not been entirely happy in our per-

Program shifts cost ehains sponsors. When Lever Ilros. wanted CHS from U to I O.: ;

Lux Theater was producing audiences for Lever
Brothers so they wanted to collect on them

"My Friend Irma" was building quickly so
Lever wanted it real close to Lux Theater

"Screen Guild Theatre" had to move to make
way for "Irma," so NBC landed the Camel show

sonal relationship with the network with
which we have been associated." It was
necessary that he explain the shift s'nce
the business of his firm had increased
316% while he was on the old network and
at a rate 4 1 ■> times faster than the rest of
the industry of which the company is a
part. And 100% of this company's adver-
tising was in broadcasting on the old net-
work during this period.

For years, shifts from network to net-
work have been from lesser to larger
chains, from a big network to a bigger.
These automatic shifts are becoming less
and less and each of the four nationwide
webs takes clients from each other. There

are many reasons for this, not the least of
which is the fact that each of the net-
works has time periods in which it
dominates listening.

Each of the networks have price sched-
ules that differ. Although there is very
little ratewise to choose between CBS and
NBC, there is a great difference between
ABC rates and the major networks and
still greater differences between IV1BS and
the other three chains.

When it comes to cost-per-listener, rate
cards are virtually discarded and it's
every salesman for himself. Since pro-
grams, not facilities, are responsible for
listening, costs of reaching prospective

buyers of each advertised product, cannot
be based upon station coverage, signal
strength, and other facility factors. Thus
network sales promotional men have field
days when they go to work on a prospec-
tive advertiser. One chain made a pre-
sentation to a client which included five
errors of facts and figures. A competing
network was shown the first web's pre-
sentation and answered it with a well
thought out and documented broadside
titled No Hits! No Runs! Five Errors!
P.S.; the second network landed the
account.

Presentations seldom are credited with
bringing an account to a network. They

Nine Reasons. Why Sponsors Change Networks

Time Petty

Availabilities* Annoyances

' Including ad|ac«nci« 1

More
Promotion

Programs

Costs

Network Friendship Ftomctol Interest Salesmanship

biie & Coverage in Networks

>lon«l ;i> h i liis happened

imel wanted both NBC and CBS audiences
- shifted Bob Hawk to CBS 10:30 on Mondays

pave the way for an advertiser to be sold,
that's all. For a number of years before
U. S. Steel was ready to use broadcast
advertising CBS had been making annual
presentations to them on how to use the
medium profitably. When Steel finally
made up its mind, CBS had no satisfac-
tory time slot available and ABC landed
the very luscious plum. CBS has been
fighting during the last few years to bring
Steel to Columbia but thus far ABC has
held on the business.

In the past the number one considera-
tion in a network shift, barring personal
considerations, has been time availability.
When a spot was relinquished by a big
sponsor on NBC a few years ago there
was a priority system which made the
spot available to an established waiting
list. This "favorite son" type of opera-
tion has been discontinued recently and
now it's a matter of program and other
considerations that makes an NBC good
time period available to certain sponsors
— when it is available. A sponsor with a
hot audience appeal program is always
welcome at NBC which is generally far
more interested in the vehicle a sponsor
will bring to the network than the adver-
tiser himself. This doesn't mean that an
advertiser receives short shrift at the
senior network but that he must be show-
manship minded if he wants a premium
time spot on NBC. Programs build
listening habits as well as products and
networks, and the advertiser who has a
high Hooper program will have networks
move heaven and earth to win him.

One of the most desired programs on
any network is CBS's Lux Theater. There
hasn't been a year that NBC executives
haven't traveled to Cambridge, Mass., to
talk to the executives of Lever Brothers
in an effort to sell them the idea of shifting
the program to National. In its efforts to
hold Lux, CBS was forced to ask Johns-
Manville to give up the five-minute daily
8:55-9 p.m. newscast which it had spon-
sored for years. Lever wanted to sponsor
the program aired before and after its
Lux Theater, and didn't want its block of
programs interrupted by a newscast.
There was also the consideration that
Campbell Soup's sponsorship of Edward
R. Murrowat 7:45-8 p. m. was thought
to be too near the 8:55 p.m. period to
justify two newscasts. Thus Johns-Man-
ville was requested to shift to another
time period . . . later in the evening. That
didn't sit too well with J-M and so the
program moved, newscaster Bill Henry
and all, to Mutual. Lever Brothers there-
fore has a block of contiguous programs
from 8:30 to 10:30 p.m. This made
possible a sizable discount for Lever
Brothers. It also made it possible to
collect upon the fact that Lux Theater's
audience was one of broadcasting's top
group of consumers. Listeners generally
don't change their dial settings before and
after every program. They put the Lip-
ton Tea (a Lever subsidiary) program,
Arthur Godfrey's Talent Scouts, right be-
fore the Lux Theater and My Friend Irma,
now selling Pepsodent, directly after it.
Since these are three non-cempeting

products, all profit from the move. These
moves were not without theirsponsor attri-
tion to CBS. Before the Lever Brothers
block was scheduled the Camel-sponsored
Screen Guild Theatre followed Lux and
was frequently in the Hcoperated First
Fifteen along with Lux Theater. CBS
notified Camels that Screen Guild Theatre
would have to move to 10:30 p.m.
Dramatic programs at 10:30 p.m. seldom
gain sizable audiences (as a matter of
record listening tapers off starting around
10:15 p.m.), and so NBC made a pitch to
Camels to shift the Screen Guild Theatre
to NBC Thursdays at 10 p.m., a spot
which then was occupied by Camel's Bob
Hawk Show. The case it made for a
dramatic program to follow the Thursday
situation comedy block which had been on
NBC for years Aldrich Family, Burns &
Allen, Kraft Music Hall, and Scaltest
Family Store sounded logical. NBC won
the Screen Guild Theatre for Thursdays
but Inst Bob Hawk to CBS in the shift.
It did a good job selling the shift of the
dramatic program but didn't prove its
point that both programs ought to be on
NBC. Bob Hawk took over the 10:30
p.m. slot on CBS Mondays still holding on
to some of the audience that Camels had
had with Screen Guild Theatre previously
30 minutes earlier.

Forced program shifts have lost spon-
sors to networks. This is true even when
the shifts appear to be for the benefit of
the advertiser. Some years back CBS de-
cided to try to build a listening habit for
( Please turn to page 82)

DECEMBER 1948

21 Tears in Radio

itio.nh ;in| in^ up and down with
tin* Sin i ill ItrotlicrK

TRADE

MAR K.

Eighty-nine years after they
first advertised their prod'
uct,* modestly for the times, as "a cure
for hoarseness and every kind of cough
not positively incurable," radio changed
the basic product advertising policy of the
venerable Poughkeepsie firm of Smith
Brothers, Inc.

Changes come slowly to Smith Brothers,
and to many another U. S. firm that has
survived a century of hard competitive
business. Advertising tends to develop
into a sort of ivy-covered tradition. But
in 1941, something happened to change
nearly ten decades of Smith Brothers ad-
vertising, and that something was selec-
tive radio.

Smith Brothers' tendency was to try
and sell most, or all, of their products at
one time in their advertising. The idea

was that if "you sell the company, you
sell the products." It had worked for
years, never with startling success, in
space advertising (but bearded Smiths be-
came part of Americana as a result) and in
network radio. When Smith Brothers
added menthol cough drops to their orig-
inal line in 1922, they sold them as
"SMITH BROTHERS . . . black or
menthol."

By 1941, the menthol drops were well
established in the markets (East, North
Central, and Northwest U. S.) where the
major part of America's $25,000,01)0
annual business in cough drops is done.
Menthol drops accounted for nearly J5 ( ,
of the Smith firm's then-$5,000,000 yearly
sales.

At that point in the history of Smith
Brothers advertising, the advertising bud-

get of some $100,000 was split between
magazines (50%), newspapers (30%) and
national selective radio (20%). Radio
was handled on a "live" basis, with local
announcers reading the familiar copy
themes sent them by the J. D. Tarcher
agency. Selective radio was being used,
because after 10 years of seasonal network
radio Smith Brothers had switched over
to the selective basis in 1937 to cope with
reduced budgets.

One of the Smith executives, Lewis
Shaw (then assistant to the late J. Stuart
Bates, vp in charge of sales and advertis-
ing; currently holding Bates' job since
1945) had the feeling that something was
definitely wrong with the Smith Brothers'
use of the air. The Tarcher agency,

"The first advertising appeared in 1852, pit years after
Smith Brothers went into business.

It was in the back of this store that "cough candy" was first cooked. Store still houses a restaurant with a national reputation-Smith Brothers

Cough Candy.

THE subscriber, at N .. 23 Market Street, Pongh
keepsie, manufactures a COUGH CANT) V which
has stood a test which has established its superior qualities t«
the Hatisfaction of all who liavo had occasion to try it. That
it is of the highest value for the purposes for which ita inten-
ded might be shown by scores of certificates, bnt they are un-
necessary where the article is manufactured. Its reputation
as a cure for hoarseness and every kind of cough not positive-
ly incurable, is established so firmly that it cannot be shaken,
and those who want convincing only need to make a trial. —
All riftlicled with Hoaiseness, Coughs, or Colds, should test
its virtues, which can be done without the least risk.

Sold wholesale and retail at 23 Market Street, and also by
Dr. E.TiuvETT.and Van Valkkniu'Roii & Cokkin, Drug-
gists. A liberal discount made to dealers.

WILLIAM SMITH.

Poughkeepsle, Dec. 10. 1852. 3m67

This ad introduced Smith Brothers cough drops. For 75 years newspapers carried S-B ad burden

which had been placing Smith advertising
for nearly 25 years, assured him politely
that he was wrong. Selling menthol
cough drops and black ones separately
(Shaw's idea), said the Tarcher agency,
wouldn't make any difference.

Shaw determined to find out for him-
self.

One of the local voices that had sung
the praises of Smith Brothers was the
sleepy-voiced, red-headed guy named
Arthur Godfrey. When Godfrey came up
from Washington's WTOP to do a morn-
ing show on WCBS (then WABC), Shaw
went to him with a proposition. Over a
luncheon table, Shaw said that he was
going to buy time on Godfrey's show, but
he wanted Godfrey to plug the menthol
cough drops only.

During the seasonal cycle of Smith

Brothers advertising in the 1941-42
period, Godfrey bore down hard on
menthol. The New York market that
Godfrey was selling to was a good test
case, because the other Smith advertising
in New York, like the entire national
media used by Smith, was selling both
products at once. Furthermore, the sale
of Smith Brothers menthol cough drops
in New York was below the national
average.

When Smith Brothers sat down to view
the returns at the end of the season, they
found that their national increase in the
sale of menthol cough crops was 12%.
But, their sales increase in the New York
market for menthol was 30' , .

Smith Brothers decided there and then
(Please tarn to page 40)

In 1927, Scrappy Lambert and Billy Hillpot
(with Shillkret in middle) sold SB cough drops

Arthur Godfrey proved that the SB had to re
menthol and black cough drops separately

All Poughkeepsie turned out to celebrate Smith Brothers Centenary at the SB restaurant. Current SB are in middle under "Trade" and "Mark
S

** * v

±*

£.

\fi

fy&«^— .

Comes the moment in a folk music broadcast when the boy and girl step up to sing of love. Dewey Price and Betty Johnson of "Carolina Hayride'

How I o trash
the farm circle

Cowboy groups and religious iiiusie an*
tin* onlv sure I'ire fuvorilos

ffi ffi

To sell a farm audience you've
got to make them listen, and
they, like anyone else, listen to
what they like. What do they like? Do
their tastes differ sharply from their urban
cousins'? Are regional differences im-
portant?

National surveys throw some light on
these questions. But the accumulated
wisdom of stations who cater specifically
to rural dialers are better guides, in many
instances, because they take into account
important regional preferences. A com-
mercial designed to sell a big city audience

SPONSOR

is definitely not, in many cases, an effec-
tive approach to farm audiences.

What's the best way to talk to farm
women in the daytime? Obviousl)
there's no one "best" way. But station
managers who specialize in reaching Mrs.
Farm Housewife and groups who have
made independent studies of farm listen-
ing have discovered certain facts as a
guide. Farm women, like their urban
sisters, listen to news, service programs,
and entertainment such as music, drama,
comedy, etc. News is first with them as
with city listeners.

As with non-farm listeners, news and
music, in that order, are the most popular
program material with farm women
throughout the country.

Music of a religious tone is liked best,
with oldtime (including folk, western,
hillbilly, etc.) a close second. Regional
preferences in music, however, vary con-
siderably.

Successful farm stations are extremely
sensitive to the likes and dislikes of their
dialers to individual musical artists as
well as types of music. It is one of the
unsolved sorrows of many farm station
managers that they find it so difficult to
convince the gentlemen of Madison
Avenue (as one manager put it) of the
terrific hold folk music has on its rural
devotees.

One farm station manager submitted
four hillbilly-type quarter-hour shows to
the agency and advertising manager of a
large soap manufacturer who requested
daytime availabilities. They rejected the
shows with unprintable comments (seems
they weren't hillbilly music fanciers).
They wanted a typical soap opera. When
the manager refused on the grounds his
audience liked his musical shows better,
the company doubtfully gave in, in order
to get the desired time. Results made
believers out of the ad manager and
account executive involved.

This same station manager, himself no
lover of hillbilly music, has an acute sense
of just what his farm listeners like best.
"If I find my wife and daughter listening
to one of my hillbilly units, I get rid of the
fiddlers quick," he said, "because they're
too good." What he really meant to
emphasize, of course, is that folk music in
just the right groove to best suit the
majority of his listeners is a highly special-
ized product and can't vary much from
the favored pattern without losing
listeners.

Other instances of regional preferences
are reported by a U. S. Department of
Agriculture survey. Religious music and
programs are twice as important to
Southern farm women as they are to

RANGE MUSIC is big out west, KABC, San Antonio, serves comedy and cowboys lor lunch

SPIRITUALS are a must for rural programing. WRFD, Worthington, O., features the Columbians

BARN DANCES attract live and air audiences. KSTP, St. Paul, reaches great audiences with unit

DECEMBER 1948

WASHBOARDS are hillbilly ins rjments and nat- TROUBADOURS with guitars give farmers' daugh-
jally KMBC (Kansas city) features one in a band ters heart throbs. WLW's Kenny Roberts is typical

"UNCLES" still pull ears of the wee ones in rural SISTER ACTS, like the Murphy Sisters at WFIL
areas. WMT (Ceder Rapids) has Uncle Warren (Philadelphia) are great farm family drawing cards

residents in North Central states and four
times as important to them as to farm
women in the West.

Such regional variations aren't limited
to a single type of program, but apply to
all types. The Department of Agricul-
ture national survey of 1945, and indi-
vidual area surveys since, indicate that
daytime serials (soap operas) rank some-
where below news, music, religious pro-
grams and other entertainment shows.
But that rank order doesn't always hold
good in area by area listening.

A notable farm station like WLW Cin-
cinnati) produces more than 40'j of its
own shows. Yet it will have more than
twenty serial dramas (mostly network
originations) between 9:30 in the morning
and 6:00 in the afternoon. There is
currently a block of 17 afternoon serials.
At noon and before 9:30 a.m. on week-
days there are some half dozen news,
service, and entertainment features pro-
duced specifically for farm listening.

Daytime serial listening tends to in-
crease as the size of the community de-
creases and the educational level de-
creases. Nevertheless, this is probably
the outstanding daytime program type,
other than news and Breakjast Club type
shows, the content of which need not
necessarily be specially slanted in order to
achieve maximum urban and rural
listening.

This has a bearing on the fact that
another famous farm station, W1BW
(Topeka), a CBS affiliate, offers its
listeners only seven daytime serials (two
in the morning, five in the afternoon^
WIBW's programing is designed 1 009c for
rural listening, and they prefer to build
the majority of their daytime programs
with a more pronounced rural appeal.
The same is true of WLS (Chicago) and
other leading farm stations. It is es-
pecially true of farm stations whose cover-
age includes a more important agricul-
tural than urban area.

Stations like WRFD ( Worth ington,
Ohio), for example, simply make it their
business to learn the program likes and
dislikes of farm listeners in their area who
aren't devotees of the daily strips.

WRFD first went on the air in Sep-
tember, 1947. A recent survey of rural
Families only in Ohio's 88 counties by the
Fred A. Palmer Company disclosed that
WRFD was second only to WLW as rural
Ohio's favorite station from sunup to sun-
set. when it leaves the air.

Their audiences like music with the

"homey" flavor; so they get an abundance

of familiar show tunes, songs from the

Community Songbook, hymns, old favor-

(Please turn to page 40)

PHILOSOPHERS, home spun style, pull enormous
mail. WIBW (Wichita) has "Henry's Exchange"

QUARTETS (boots and saddles give) Western slant
to Minneopolis' WCCO - Murphy Barn Dance

PICTURE STORY OF THE MONTH

1. jrjno behind each script is checked by "Fashions on Parade" executives
lilt/d President Leon Roth, Arthur Knorr, Charles Caplin and Marty Fink

2 - clothes

are picked by commentator Adelaide Hawley, so she always
sounds authoritative on telecast-pantomime which she voices

show

Soap company's first
TV venture reaches

I lie well-ilresscd women

accessories

lend extra feminine interest to every program and they're
picked with special care by Miss Hawley for each costume

Only a small percentage of women even
pretend disinterest in what they wear. It's
this fact that has made Friday evening
lady's night in many TV homes. Friday at 8 p.m. (est)
Fashions on Parade takes over the DuMont network for a
half hour. The title is really a misnomer since telecast is
actually a story of Fashions at Work. This style show is
presented as a tale in which the Conover Girls are char-
acters in a story — a bit of fiction designed to demonstrate
how good clothes and accessories contribute to daily-
living. Adelaide Hawley, broadcast pioneer and fashion
commentator, is the voice behind the program. It was
first sponsored by a number of department stores but
now its over-all sponsor is Procter & Gamble. P&G pays
the bills for the time and a number of fashion houses pay
the cost of the production. It's an expensive present.i
tion but with the bills split many ways no single sponsor
is caught with a big tab. While the fashion sponsors
change from time to time, current regulars are Ivel Furs,
Gotham Hosiery, Larry Aldrich, Sheila Lynn, Dorian-
Macksoud, Palter DeLiso and Wilma.

Each week the staff of Fashions on Parade dreams-up a
plot in which fashions selected by Adelaide Hawley can be
telecast beautifully. Each week Procter & Gamble tells
the fashion-minded viewers why its products simplify the
care of beautiful wearables. The TV wedding of style and
its upkeep is a natural for all concerned.

5. r>nmmnn+irw n carefully checked by Miss Hawley during rehear-
l/OIMIMcllldry sal, for feminine

le viewers quickly catch fashion errors

6" Ctllflin a * DuMont's John Wanamaker installation has as many as six stag>
OlUUlU as models make'eostume and accessory changes in order that each

Q * P&fl hllVQ the show. Bill Ramsay signs for sponsor. DuMont's Hum I ■ pntTlTlPrpifll '» designed as a logical part of fashion telecast, demon

U ' aU UU J° Grieg and Benton & Bowies' Walter Craig look on ,U UUIIHIIWWOI seating the correct sudsing care of milady's wardrob.

' typical, ""Fashions on Parade" presentation each week. It's a beehive of activity
wer may find one'item she'd like to own. Most telecast fashions run the price gamut

■ nrnmntinn to 3 rocer ' s Planned. This is vital since he genera ly doesn't
pi UIIIU UU1I v j cw a women's program. Agency's Brown Bolte (right) checks

7 ■ plot

is written for each program so that good fashion is well demon-
strated, (above) Aunty isn't impressed by boy's latest love light

•■[mrr

I I:

Mi I \ii I

M Hill \

8- Homnnctrotinnc dre woven into eacn s,or y s ° tnat product in-
UvlllUlloll dllUllo formation is achieved without pain to viewer

1? ' rP/lPtifin to P ro 9 ram is frequently immediate as viewers phone to
\ L ICdUUUII gj^ wnere they can purchase items seen on program

fftje

Q'v>v>J

What they want and generally don't get is
proof of sales effeetiveness

fl "We're not in showbusiness.
; We want to do our public
servicing direct. Our sales policies and
our products build our good-will ; we don't
expect our corporate name to carry our
merchandise, so we don't advertise to
build good-will but to sell our products
which in turn build public acceptance
for us."

That, in one paragraph, spells out the

thinking from which springs the laments
of over 50% of the nation's sales man-
agers if sponsor's cross-section can be
projected to all sales managers of national
advertisers. It's not unexpected that
sales managers think in terms of sales first
and feel that sales should build further
sales and the necessary good-will. How-
ever, it must be kept in mind at all times
that over 65% of all advertising managers

Problems with the medium

1. There's loo much talk of audiences and too little of sales

2. Network sales executives generally have too much
"respect" lor line of authority and contact advertising
men ami presidents only

.'i. Only a small portion of the nation's broadcasting sta-
tions arc promotional minded

I. Contacts between stations and wholesale dealers in
their areas are infrequent

.">. Fad that some stations arc over-priced is hidden in
lot al net w ork COStS

6. Few stations deliver audiences in relationship with i li«-ir

power. Some 50,000 watt outlets are outsold bj I. (HID

watt stations. hut you'd never know it h\ their rate cards

7. Direct mail promotion at a station level is generall) inept
and a greal pari of network mailings is also no greal
shakes

ii. Broadcasters talk ahout too much advertising on the
air and do nothing ahout it when it's 100' , within their

power to stop ii

report to top sales management and there-
fore advertising policy is more often than
not set by the sales vp. Thus the laments
of sales managers on broadcast advertising
are vital and because they have gone un-
answered in a number of cases sponsors
have dropped radio as a medium.

"Sales for our products can't be indi-
cated by any boxtop formula," explains
the sales manager of a great shoe manu-
facturer who used broadcast advertising
for a number of years and then shelved it.
"Our programs apparently had a great
listening audience, our fan mail was inter-
esting reading but our sales did not rise,
as they should, when more money is
poured into advertising. A special survey
which we conducted proved that we had
established our trade name on the lips of
a good segment of the women of America
(we sell women's shoes) but radio just
didn't produce apparently the desire to
buy our product. We just couldn't enter-
tain them into our dealers."

Examination of the scripts of the shows
of, this advertiser indicates that a great
deal of attention was given to the pro-
gram and the establishing of the sponsor's
trade name, but that the commercials did
not create a desire for ownership of their
shoes. The sales manager admitted that
the agency and the advertising manager
of the firm were of the opinion that it was
impossible to sell shoes via the air and
that the actual selling should be left to the
retailer. A memo from the ad-man to his
chief underlined the fact that to his mind
radio could only "bring 'em in," not pre-
sell them. The sales manager's lament in
this case should have been directed at his
advertising agency and advertising de-
partment, not the medium, Neverthe-
less, there are literally hundreds of adver-
tising managers who feel that selling
should be avoided on the air in favor of
what they call advertising. They feel
that punchy commercials are selling and
that hard hitting advertising isn't "in
keeping with the dignity of our firm."
They have yet to leam the difference
between effective "reason why" copy and
nerve-wracking repetitive commercials.

It's more difficult to get "reason why"
copy across without chasing listeners but a
partial audience which hears product facts
is worth a total audience that hears only a
trade name and obvious slogans. It has
been mam /ears since networks and sta-
tions forbade direct-selling copy but there
are still too many advertising agencies and
ad-managers, say their sales- manager
chiefs, who avoid, as though the plague,
real reason-why copy in air continuity.

Lack of sales effectiveness data is a
basic objection that sales managers have

SPONSOR

to all advertising media but to broadcast-
tng especially. They have an enormous
respect for salesmanship and an amazing
reluctance to credit advertising with basic
credit for consumer product acceptance.
They insist that advertising must carry
its share of the sales burden.

"There is no reason why broadcast ad'
vertising should be looked upon as an
operating expense. It should be con-
sidered as a sales expense. Only then
will an advertising man be considered by
most managements as productive," is the
way one sales executive puts it.

With full realization of the rivalry be-
tween sales and advertising, one corpora-
tion makes its sales managers also its ad-
vertising managers with the title "sales
and advertising manager." Thus there
can be no conflict between the sales and
the advertising objectives in this par-
ticular firm. (What it does to the nerves
of some of the executives involved is some-
thing else again.) Broadcasting has lost
many an advertising schedule because the
man who has had to meet a specific sales
quota has been sold on the belief that
radio is not an "immediate impact
medium." The truth of the matter is that
the air like any other medium can do the
job assigned to it. The trouble is that
most national advertisers themselves
haven't set their sights on immediate sales
from broadcast advertising.

The second most important gripe of
sales managers may be found in the fact
that money must be spent to promote
broadcast advertising. "It would appeal
that the cost of time and talent is the
total cost of using the air to sell merchan-
dise," states one sales manager. "That's

furthest from the fact. We find that it's
important to have a public relations cam-
paign planned. This, while not costing
the $225,000 which Lucky Strike spent
during the first year of its sponsorship of
the Jack Benny program, runs into five
figures and better very quickly. We don't
have to do that with black and white ad-
vertising. I know that such a campaign
increases the audience for our advertising
but it's never included in our broadcast
advertising costs. It's sneaked up on us
after we've decided on a campaign and
bought the program and the time.
Either our advertising manager or the
account executive of our agency sidles up
to us with the suggestion that we ought to
"insure" the success of our show by em-
ploying a press agent. Then there is talk
of a budget for the public relations man
and so on, including a cocktail party for
the press, which frequently sets back a
sponsor another $1,000.

"If you refuse to kick-in, you're a
cheapskate and so you okay the advertis-
ing department's request. Every time I
do it, it gets me hot under the collar.
This is the first time I've had the oppor-
tunity of sounding off. I know that my
feelings about these 'extra added' ex-
penses are not unique with me, so my
anonymity won't be invaded when you
print these facts. The party expenses are
billed to us through the agency and as
though to add insult to injury the agency
adds its \5'l to the bill. I know that
broadcasting is a different form of adver-
tising but hidden costs are no more ac-
ceptable to us in radio than they are in
other media."

The bigger the advertising budget the

less sales managers appear to object to
"hidden costs." That's because great
corporations have contingency funds
which are set aside for the very purpose of
covering unexpected expenses of opera-
tion. Many and sundry are the items
that are charged against these special
funds. It's a good thing, say most sales
vp's, that auditors have been trained not
to question too exhaustively items charged
against contingency budgets. "If they
did we'd have to think up a lot of new
names to cover old sales expenses," ex-
plained the sales chief of a multi-million
dollar corporation.

"We've never had a program on the
air, except a daytime serial that didn't
develop a veritable plumed tail of extras,"
stated one divisional sales-advertising
executive of a food corporation. "We're
used to the plume by now but it irritates
us nevertheless every time it's pushed
into our faces," was his postscript.

Sales managers are constantly worried
about okaying a broadcast advertising
theme that hasn't been pre-tested. They
feel that even the best of the pre-testing
formulas developed thus far are totally
inadequate gauges of what will and will
not sell. They feel that Schwerin's panels
are too metropolitan in their composition,
that Wesley's galvanometer samples too
few consumers and is too "big city" in its
sample, and that Teldox doesn't report on
commercial effectiveness. They also have
little faith in ad-agency "consumer
panels." They feel that Industrial Sur-
veys' panel operation is helpful but not
conclusive and that Nielsen's consumer
index may eventually help them but that
{Please turn to page 50)

Internal 1'robleins

1. Advertising: managers resent being part of
sales stalT

2. Top management is more impressed by
"presti-je" than by resultful broadcast ad-

3. Advertising: departments are seldom willing;
to plaee schedules on the basis of what each
market produees

4. Sales activities are seldom coordinated with
advertising;

5. Most salesmen slill refuse to properly pro-
mote their firm's broadcast advertising

6. Advertising; budgets are seldom flexible

DECEMBER 1948

Problems with ageneies

1. Pretesting of sales effectiveness of broadeast
advertising campaigns is generally bypassed

2. They prefer to buy network advertising
rather than market-by-market (selective)
broadcasting

3. Too few account men are sales-trained

4. There is too little direet contact between
agency's creative departments and client
sales management

5. \\ hen publicity is needed the tendency is to
"throw a party" and bill the client

6. Less front and more work

7. "If only they'd get off Madison and North
Michigan avenues and find out what sells at
the retail level throughout America'*

*=*

~SJ

TH/S

/ cr^ >

"Uncle Elmer's Song Circle" on WEEI, with homespun philosophy and hymns, makes New England greeting card buyers aware of Gibson Art

<iii i iii" air

Itroaileasl advertising
lias <*i*4*at<Ml a new brand name eonscioiisiiess

( •■ Sentiment is big business —

3 witness over $2 4,000,000
spent in radio this year to sponsor two
dozen soap operas. The sentimental ap-
peal which make daytime dramatic serials
so popular is also big business for 300'
odd U. S. greeting card publishers. Greet'
ing card sales at the wholesale level in
1948 will top $85,000,000. At retail,
with an average mark-up of 100%, the
sum will exceed $170,000,000.

For years, the greeting card business
has been one ol strange selling contra-
dictions. Broadcast advertising lias done
.in nut standing job for a few greeting
manufacturers, notably the Kansas
( it; firm of Hall Brothers, Inc. Radio
has created "brand conscious" buying of

greeting cards where little such buying
was done before. Surveys today show
that as much as 50% of the customers at
greeting card counters look first for
trademarks, and then for style and price.
The largest firms (they're also the real
advertisers) are in the so-called "dealer
group" who sell via a large sales force to
individual stores, or groups of stores.
The four largest firms in this group are
the four largest in the entire greeting-
card industry — Hall Brothers, Inc.; Gib-
son Art Company; Norcross, Inc.; and
Rust Craft Publishing Company. To-
gether, their combined sales account for
40% of the dollar volume of the business.
They are as keenly competitive as Macy's
and Gimbel's during an August fur sale.

They steal ideas from each other with
the tongue-in-cheek nonchalance of Hol-
lywood gag writers. All four have used
broadcast advertising with varying de-
grees of success, but the radio success of
Hall Brothers since 1940 has been largely
ignored by other industry leaders and by
the greeting card industry in general.

This is surprising in view of the fact
that Hall's air selling has benefited the
year-round sales curves of the entire
industry. When Hall Brothers first came
to radio to do a network selling job eight
years ago, the greeting card business still
did a seasonal business, and marked time
between the peaks in the sales charts.

Today, the greeting card business is
firmly on a 52-week basis. Christmas

SPONSOR

cards are a very sizeable portion of the
business, but the 1948 breakdown of the
greeting card sales of the average large
store with a greeting card department
will be a surprise to many:

r vi'i:

Everyday Cards

45.1

' hi Mmas

27.7

Valentine

9.4

Easter

6.7

Mother's Day

5.3

Father's Day

2.6

Graduation

1.5

Party Goods

1.0

Hallowe'en, etc.

0.7

100

Nearly half of the greeting cards sold
today have little or nothing to do with
seasonal events or national holidays!
They are purely personal, everyday sen-
timents.

Here is how the "Everyday" cards
break down in selling popularity:

Birthday (gcn'l)

31.4

Family members

18.8

Anniversary

9.6

Illness

9.0

Congratulatory

9.0

Gift cards

5.6

Packaged (party)

5.6

Thank Vou's

3.5

Sympathy

3.5

Friendship

2.5

Religious

Travel

100.0

In addition to the straight greeting
card line, the large greeting card pub'
Ushers have been producing profitable
side lines during the past decade which
amount to 5% of their over-all business.
These include fancy paper napkins, party
favors, gift wrappings, and repeat-sale
features such as Hallmark Dolls (which
can be sent as birthday cards).

Ever since greeting cards were first
made and sold in the United States by
Louis Prang of Boston, in 1875, the greet-
ing card has been a product that appeals
primarily to women. At least seven out
of ten purchases today are made by the
the ladies, although there has always
been a certain amount of business done
in "masculine appeal" cards.

One greeting card executive, Robert J.
Bender of Gartner & Bender, believes
there is a psychological basis for the over-
whelming percentage of women buyers.
He has stated that the greeting card
business is based primarily on a search
for security, and that women's natural
desire to cement personal ties is fulfilled
temporarily in greeting cards. Since
G&B's sales are mostly to jobbers,
Bender does little consumer advertising,
but in his trade promotions he stresses
the fact that to sell greeting cards, you
have to sell the women. That it pays
off is evidenced by the fact that G&B's
sales have increased 13 times from the
1935 level, until they now sell 200,000,000
cards a year for a gross of nearly
$4,000,000.

This basic selling factor was one of
the major reasons for the success of Hall
Brothers, Inc., now the world's largest
greeting card designers, publishers, and
distributors. Their rise to this position
has been rapid and recent, but it has
been as a result of sound merchandising
tactics that the public has become
"brand name conscious" of Hallmark
cards.

The Hall Brothers firm started in a
small retail book store in Norfolk, Ne-
braska. The time was 1913. Most of the

business in greeting cards was done in
cards imported cheaply from Europe. It
was an up-and-down, nickel-and-dime
operation, and shipments often arrived
too late for seasonal sale. Joyce Hall,
youngest of the three brothers, told the
others: "Why don't we make our own?"
The others— William and Rollie —
agreed. In 1915 they started their firm
in Kansas City, and went into competi-
tion with Gibson, Paramount, Norcross
and others. Ingenuity often had to make
up for promotional dollars. They broad-
ened the line to include not only holiday,
seasonal and special-occasion cards, but
the first real everyday line. By 1924,
they had national distribution for their
product. By 1936, they built a new
(Please turn to page 58)

(above) Luana Patten, Hallmark's paper doll cover girl, shows her dolls
(right) Miss Patten shows doll book to Lionel Barrymore at rehearsal
(below) James Hilton, Hallmark mc, knows how to handle sentiment

Mr. Sponsor asks.

The

l*i<*k< k €l Panel
answers
Mr. Ilettig

The question of
how much money
or rather what per-
cent of its gross
revenue a station
should spend in
promoting com-
mercial programs
is really the $64.00
one. During the
course of a busi-
ness week this question comes up at least
a dozen times and quite frankly after
years of experience there still seems to be
no single yardstick to apply. However,
no business has ever been successful that
does not use merchandising as a tool for
selling. There are two excellent reasons
why stations and networks should pro-
mote programs:

1. The only way to build audience
is to tell prospective listeners what
you have to offer them.

2. Increased audience means in-
creased ratings which mean increased
business.

It generally follows that programs
which seem to have the greatest potential
for capturing audiences are those which
are promoted the most. There is a direct
relationship of radio promotion to, for
example, department store advertising.
A department store will advertise its
most saleable goods to attract buyers into
its store. While in the store the buyer is
exposed to other merchandise for sale.

"To be fully effective, network or spot commer-
cial programs often need good promotion and
merchandising by stations carrying them.. How
much in the way of such services should net-
works and stations provide?"

R. G. Rettig

Vice-President
Whitehall Pharmacol Company, N. Y.

The same holds true for radio promotion.
A strong program promoted to its fullest
will attract listeners to a station and
while at the dial setting the listeners are in
a better position to be exposed to follow-
ing programs.

A study of stations shows that those
who in the past have been heavy pro-
moters are the ones who are now in the
enviable position of being commercially
the most profitable. The alert station
manager uses program promotion as a
tool not only to secure audience, but also
to promote the sale of time on a station
locally. His call letters prominently dis-
played on all types of promotion lead
local advertisers to believe that his is a
wide-awake strongly-saleable advertising
medium.

Ted Oberfelder

Director, Advertising & Promotion

ABC, New York

It is our policy
here at WDSU
and WDSU-TV
never to use ads in
> local newspapers

to promote na-
tional selective
programs, or any
other programs for
that matter. The
newspapers do
allocate a limited amount of space on a
courtesy basis to us for a "Radio Hi-
lites" column.

WDSU does place ads, shorts, features,
pictures, etc., in a weekly publication de-
voted exclusively to radio and widely
circulated among our listening audience.
We have found this medium, The Illus-
trated Press, to be most eflcctivc and we
employ it more extensively than does any
other local station. The material used in

the Press is aimed at ballyhooing pro-
grams and special events.

Perhaps the most potent reason for our
not promoting national selective adver-
tising is that our rates for this type of
radio advertising are comparatively low
in proportion to our advertising budget.
If we were to have our "praisery" plug it,
naturally the sponsors' costs would in-
crease since our own operational cost
would increase.

This policy with regard to national
selective promotion is based on cold busi-
ness experience. Actually, the sponsor
loses little or nothing. WDSU maintains
a consistently excellent Hooper rating.
Charles Price
Advertising Manager
WDSU, New Orleans

How much pro-
gram promotion
should a network
provide its adver-
tisers? There's
really no answer
other than this
generality: "more
than the program
needs."
Speaking for
most networks, but particularly for CBS,
an advertiser can expect a complete pro-
motion campaign for his program, whether
it be fifteen minutes daytime, once a
week; a half-hour strip, or an evening
full-hour once a week.

Program promotion — merchandising of
a program to prospective audiences — is a
service of radio over and above its rate
card. It's for free. And an advertiser
should come to radio ready to capitalize
on this service and at the same time,
prepared to accelerate the efforts of a net-
(Pleasc turn to page 46)

SPONSOR

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REDUCE YOUR
1949 SALES COSTS

Ui,

iAe DETROIT A*ea

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eabui in '4-9

This Greater Voice, fostering Good Will on both sides of the border, will give the
Detroit Area's Best Radio Buy a new selling wallop beyond duplication in this region!

Guardian Bldg., Detroit 26 Adam J. Young, Jr., Inc., Nafl Rep.

J. E. Campeau, President H. N. Stovin & Co., Canadian Rep.

DECEMBER 1948 37

RADIO AMI TV SETS

-I'oV-nli: 1 1 . .it ..... .. I,\,,l„, ( orp. M.I \< 1 : Dan B. Miner

< IPS1 M i VSE HISTORY: To increase tragic among
dealer outlets. Hoffman is spending S500 a week for time
and talent jot his weekly, 15-minitte sportcast, "Hoffman
Huddle" mid weekly forecast contest. Outstanding football
figures are interviewed and predictions for the week's games
are made. I iewers pick winners on contest blanks obtain-
able only from Hoffman dealers. In four weeks, 2,695
entries were received from the 35.000 TV sets currently in
greatet /.m tngeles. ('ost per inquiry is less than $1.

M I I \. I,.- Vngcles PROGRAM: "Hoffman Huddle"

results

TV SCREEN FILTERS

SPONSOR: Pioneer Scientific Co. AGENCY: Cayton, Inc.

I \i-M i.i: CASE HISTORY: On Friday, 15 October 1948,

Pioneer used a one-minute announcement on II Rl \-Tl
to introduce their Polaroid filter to It set tinners. \a-
tional Television Co. teas identified as the Buffalo retail
outlet. Sales icere SO satisfactory that on Sunday. 17
October VTC repeated the spot at their own expense.
Result: \'l(. sidd 75 Polaroid filters at prices ranging
from between $10 $20. Ten T\ screen-enlarging lenses
acre al^o sold to persons i isiling the store to see filters.

W BEN-TV, Buffalo PROGB \M: L -minute announcements

4 I OIIIIM.

SPONSOR: Young-Quinlan VGENCY: Placed direcl

i VPSUL1 • \-l HISTORY: ) oung-Ouinlan. Minneap-
olis class specialty •-hue. joinedforces with KSTP-T) to
telecast fust fashion show in Worthwest. I 'lot revolved
around a dowdy secretary, who having attended a Young-
Quinlan fashion show, learned how to dress and married
the boss. Dramatic action was pantomimed by local
models anil store personnel and narrated by KS I P's male
and female fashion commentators. The one-shot hall-hour

shou received hundreds of favorable comments and directly

traceable business tun into the thousands.

KSTP-TV, Minneapolis PROGR Wl: Fashion Show

PAINT

SPONSOR: Sustaining

CAPSULE CASE HISTORY: "Vanity Fair.- which fea-
tures fashion, personalities, and "how to do it yourself"
information, premiered on Tuesday. 14 October. Peter
Hunt, artist, during a ten-minute segment of the first pro-
gram, demonstrated how to paint decorative peasant-style
designs on plain furniture. He offered a booklet, pub-
lished by du Pont, describing his methods of decorating
furniture and paints used to the first 500 viewers ret/nesting
it. liy the end of the week, he had received 1. 1112 letters.

CBS " TV PROGRAM: "Vanity Fair"

GAS AND OIL

SPONSOR: Texas Company AGENCY: Kudner Agency, Inc.

CAPSULE CASK HISTORY: In about eight months Texas
Company's "Texaco Star Theatre" has become the highest
rated regularly scheduled network program in the history of
radio or TV with a telerating of 63.2. Program opens and
closes with a service station quartet who stress Texaco
senice. Commercials are woven into program format by
street pitchman, a formula that has flushed sponsor identi-
fication up to 95.5— an all-time high. Of the viewers who
write in, 75% say they're snitching to Texaco products.
NBC-TV PROGR VM: "Texaco Star Theatre"

MEN'S HATS

AGENCY: Grej Advertising

SPONSOR: Disney, Inc.

CAPS1 I.I ■: CASE HISTORY: Disney, makers of medium
and high-priced men's hats, entered television by sponsor-
ing a ten-minute weekly newscast. " \ RC Sews Revieic of
the Week." Response from the retailers in the 21 cities
where the program is telecast has been gratifying. Nine
retailers have bought tie-in announcements either before or
after the newscast. Others are expected to follow. The
trend in hat sales volume for the field in general has been
down. Hut not for Disney.

NBC-TV PROGR Wl : "NBC News Review of the Week"

TOOTH PAST!

SPONSOR: Whitehall \(.l \< Y Dancer-Fitzgerald-Sample

< APS1 I I! CASE HISTORY: Starting in October. II hite-
hall Pharmacol sponsored the second half of the Mil i
half -hour program. "Small Fry Club." Slum features
cartoons on film with live narration by Rob Emery.
Children are encouraged to submit cartoons on safety siih-
fects and these are shoicn on slides to the II audience.
Once each program. Rob Pinery announced that Indian
Skull Caps Would be Sent to children sending in 25 cents

and a Kolynos box top. By the end of the 12 telecasts.

orders for 15.000 caps had come in.

\\ Mil). \.» York PROGRAM: "Small Fn Club"

KMBC-KFRM

Provides COVERAGE!

earn

NEBBASKA

(

Broken line shows Kansas City's primary
trade territory as determined by Dr. W. D.
Bryant, Kansas City researchist.

Black lines show the proved
.5 millivolt contour of KMBC
and KFRM.

The KMBC-KFRM Team is the only single
Kansas City broadcaster to provide com-
plete, economical coverage of the great
Kansas City trade area.
With programming from Kansas City, the
Team has a potential audience within the
proved 0.5 mv/m contour, as illustrated, of
3,659,828 people ... all important consum-
ers in this rich Heart of America market.

Red shows concentrated KFRM listener area
as determined by summer mail count on
this station only. Mail received from 253
counties in 11 states.

The KMBC-KFRM Team provides, too,
for the first time, valuable service to the
listeners in this territory. Market broadcasts
come direct from the Kansas City Stock-
yards, grain, poultry and produce quota-
tions are right up to the minute, and
practical programs on agricultural prob-
lems are daily features direct from the
KMBC-KFRM Service Farm.

The KMBC-KFRM Team Serves 3,659,828* People

* 1940 Census

7th Oldest CBS Affiliate

KMBC

OF KANSAS CITY
5000 on 980

Represented Nationally by
FREE & PETERS, INC.

OWNED AND OPERATED BY MIDLAND BROADCASTING COMPANY

DECEMBER 1948 39

"Is there a heart that music cannot
melt? James Beattie, the Scottish poet,
asked the question some 200 years ago.
It was purely rhetorical, of course. He
knew, as smart advertisers have since
learned, that music melts all hearts . . .
and lots of sales resistance, too. Ask the
advertisers who use WQXR...the sta-
tion that's all music and such good music
that more than half a million New York
families can't tear their cars away from
it. They're choice families. . .the choicest
in this choicest of all markets. Thev
love good things as thev love good
music . . . and can afford to buy them,
too. If you've got something you'd like
melted into the pure gold of profit...
call Circle 5-5566.

1 I \ ','

•

AND WQXR-FM
RADIO STATIONS OF THE NEW YORK TIMES

THE FARM CIRCLE

(Continued from page 28)

ites, and novelty selections, with little or
no swing or "cocktail con-
centrated promotion of his own radio
program.

A case in point: CBS recently prepared
a promotion campaign for a hard-goods
advertiser. Our campaign was complete.
It included on-the-air promotion: an-
nouncements, recordings, promotion pro-
grams, tie-in announcements, etc. It in-
cluded visual promotion: newspaper ad
mats, billboards, car cards, taxi cards, bus
cards, posters, window displays, etc. It
included national exploitation. It in-
cluded a full-scale local publicity cam-
paign, supporting the national campaign
conducted by our own Press Information
Department. And it included some
product merchandising helps for stations.
In turn, this advertiser paid for and
distributed about 200,000 copies of a
merchandising piece we had prepared for
his use. He took newspaper spotlight
ads, backing up the newspaper advertis-
I ing our stations had given his show. He
I used magazine advertising to promote his
i show. He used gimmick mailing pieces;
| he used direct mail pamphlets; he pre-
pared posters for his dealer's use.

The result: his program now rates
among the ten most popular programs on
the air. And he's been sponsoring it less
than six months.

Neal Hathaway

Director of Program Promotion

CBS, New York

Advertising can
create the desire
for a product or a
service in the mind
of the consumer.
Merchandising
can convert desire
into action — the
follow-through at
the point of sale—
and since sale of
merchandise or service is the ultimate
goal of media, a well-rounded plan of
merchandising is the answer to many
clients' problems.

Each product or service has a definite
need for one or more types of merchan-
dising service. Perhaps, a point-of-sale
display installed in the individual retail
outlets featuring product, price, and ad-
vertising is the answer, or, a call on the
retailer to tell the client's product story,
plans, and media tie-in. Cooperative ads
with groups or associations of retailers
(Please turn to page 50)

SPONSOR

THE name of Austin Noblitt's store in Rockville, In-
diana, is misleading. Actually, "hatchery" represents
but a small part of the business. Starting with a hatchery
in 1941, Noblitt has since added home appliances, hard-
ware, garden tools, radios, feeds and seeds, building
supplies and toys! Today, the Noblitt Hatchery store is a
tribute to a mans— and a town's progressive belief in the
future.

Mr. Noblitt, after leaving Purdue University in 1928,
worked on farms and in towns catering to rural folks.
Prior to opening his own store he lived for five years on
a farm in Parke County, of which Rockville is the county
seat. He knows the people— their likes, habits and ambi-
tions. He knows, too, the power of WLS among these
people. That's why in his present business he makes a
point of stocking WLS-advertised products. According
to Mr. Noblitt, demand increases when products are
WLS-advertised.

Figures bear out WLS popularity in Parke Counts.
BMB gives WLS number one spot — 86% day, 82% night.
In 194.7 the 3,840 radio families in this county sent WLS
2,559 letters . . . 67% response! Parke County represents
a thriving market — over 8 million dollars in retail sales,
$14,200,000 effective buying income.

Like Austin Noblitt, WLS, too, knows these people.
For over 24 years this typical Midwestern county has been
served, entertained and advised bv the powerful voice of
WLS. The) have reacted with loyalty, acceptance and
belief— the basic ingredients of advertising results.

WLS has 567 such counties in its BMB daytime coverage
area. Any John Blair man can tell you the complete
market story.

90 KILOCYCLES • 50,000 WATTS • ABC AFFILIATE • REPRESENTED BY JOHN BLAIR & CO

DECEMBER 1948 47

Thanks for the orchids

ifcfi

THANKS to Broadcaster's Guild, Inc., for making its own survey among a large,
representative group of radio stations ... a survey which determined the re-
lative position of transcription library services on several different points. And . . .

THANKS to Billboard magazine for printing the results.

According fo the Billboard article:

STATIONS, WHEN ASKED
WHICH SERVICE THEY
WOULD ADD, VOTED:

1st choice — LANG-WORTH

2nd choice— Library A
3rd choice— Library B
4th choice — Library C
5th choice— Library D
6th choice— Library E

STATIONS, WHEN ASKED

WHICH SERVICES THEY

MAY DROP, RATED:

1st choice — Library E
2nd choice— Library B
3rd choice— Library G
4th choice — Library A
5th choice— Library H

In the Billboard report Lang -Worth was not even listed
among libraries which may be dropped

■ i

K2H

9Rh

■

ENDORSED BY 826 ADVERTISERS!

SALES have been sensational for every item advertised . . . automobiles,
food, drugs, dry goods, tires, insurance, jewelry, paints, clothing, radios
and many others ... all promoted by LANG-WORTH programs! 826
advertisers endorse the selling power of these shows . . . they've heard
them in action. Everything about them is NETWORK CALIBRE . . .
everything but their local station cost.

To begin with, LANG-WORTH talent is tops! The stars that sell
your product are nationally recognized, big-time names, with tested and
proven audience appeal. Furthermore, the basic idea and program format
are both solid and surefire . . . while production and writing sparkles with
showmanship ... the kind of "know-how" that lifts your show right up
alongside the finest running mate you'd hear anywhere on the air, coast
to coast.

Small wonder, then, that among radio station operators . . . "with
men who know transcriptions best" . . . it's Lang-Worth!

Foremost in a series of special production shows
offered to all LANG-WORTH stations are:

THE CAVALCADE
OE MUSIC

Top-flight entertainment featur-
ing 35-piece pop-concert orchestra
and 16-voice chorus under the
direction of D'Artega. Spotlights
a galaxy of all-star guest acts,
such as Tommy Dorsey, Anita
Ellis, Vaughn Monroe, the Modernaires, Tito Guizar, Frankie
Carle and many others. The most dynamic musical show on
transcription. 30 Minutes, once weekly.

JLXP ?

THE EMILE COTE
GLEE I'M II

A class-appeal program with a

universal audience, as shown by

the most consistently high Hooper

ratings of any transcribed feature.

A male Glee Club of 16 voices,

with soloists Floyd Sherman, Stanley McClellan and Percy

Dove, presents a repertory of more than 200 best-loved

popular melodies. 15 Minutes, 5 times weekly.

MIKE MYSTERY

Murder, mystery, suspense and
music ... an irresistible audience
potion combined in a 15 minute,
5 weekly format that's guaranteed
to blow the top off your sales
chart! A snappy two-minute
"Whodunit", incorporated in the
show, gets itself solved right after your advertiser's product
is sold. Written exclusively for Lang-Worth by Hollywood's
Howard Brown.

THROUGH THE
LISTENING GLASS

Another favorite musical hit show,
with the "Silver Strings", under
the direction of Jack Shaindlin
and featured weekly appearances
of those musical stars, the LANG-
WORTH Choristers and a pageant of guest artists: Dick
Brown, Joan Brooks, Johnny Thompson and others. 30
Minutes, once weekly.

For a full listing of Lang-Worth affiliated
stations, see your representative or write

LANG-WORTH feature programs, inc.

Network Calibre Programs at Cocal Station Cost

STEINWAY HALL • 113 WEST 57th STREET • NEW YORK 19, N. Y.

MR. SPONSOR ASKS

{Continued from page 46)

and chains are of material help. Publica-
tion of a trade merchandising newspaper
featuring displays and merchandising aids
to the retail outlets in the sale of all
products helps promote better merchan-
dising on all products. Special retail and
wholesale mailings telling the media sup-
port story on the product will help make
the retailer more conscious of the things
to come and help him to become mer-
chandising conscious and increase sales.
Distribution checks, consumer and dealer

attitude surveys, competitive position
checks to help the client to better under-
stand his position in the area, materially
help for a better understanding on local
problems, which, when corrected, add
stimulus to sales.

These are a few of the 25 merchandising
services that we of WLW offer our clients
and which we have found to be of great
value in promoting the sale of products
and services using our facilities, either
local or network.

J. M. ZlNSELMEIER

Director of Merchandising
' WLW, Cincinnati

PUT THE

Three - Car Gatrace
Over there f

X up, our North Dakota yokels
have it iiuod in the Red River
Valley hi?j crops that make an
average Effective Buying Income
of $5599 per family, compared
with $4567 for the eon n ties we
don't cover in this Slate! (Sales
Management, 1948.)

Riimi now. farmers around Far-
go buy more than 125 national

products advertised over WDAY.

\\ hatever you've gol to adver-
tise, WDAY in its 26th year con-
tinues to be the top-notch medium
in this fabulous Worth Dakota irea.
Wrilr n>« lor details lo«la\.

FARGO, N. D.

NBC ■ 970 KILOCYCLES
5000 WATTS

r™vi'

Free & Pottos. Ik.

I nhutoi N<n tonal K»fr f ,rnui«n

SALES MANAGERS

(Continued from page 33)

the latter must continue to be an after-
the-fact report. They look upon CBS's
"TV test city" and Newell-Emmett's
"Video City," as good ideas for pre-test-
ing television's commercial approaches,
but adding up all available research
facilities for pre-testing of sales-impact of
broadcast advertising, art, and copy, dis-
cover at the best only "straw-in-the-
wind research."

"We must stop using expensive pro-
grams and costly air time to experiment
with our broadcast advertising," explains
a drug sales manager. "We can't go on
indefinitely like Standard Brands with
big audiences and little direct sales im-
pact. (SB decided they can't do it either
this year.) As we get closer and closer to
an all-out buyers' market, the need for
testing commercial appeal, before we air
our programs, becomes more and more
vital. Most of the advertising men we've
had with us feel that broadcasting is a
creative art that mustn't be shackled by
research or sales. I think they're plain
nuts," he concluded.

"There's something vitally wrong with
(Please turn to page 54)

LOOKING FOR
PROGRAMS?

Mosfloca/ ■
$to#s- Beat t

SeRVMG-

OMAHA &
Council Bluffs

BASIC ABC • 5000 WATTS
Represented by

EDWARD PETRY CO., INC A

SPONSOR

UNIFORM TV RATE CARDS

RATE CARD Ho. 3
active Sept- 22.1

a**^**^

Stat**

<0*va&

|ff CARD No. 2
Active Nov. J, J948

' ^KATZ COBP°BAJ»° N

BALKAN & ^ G

C H » c ZZ- —

Don't overlook the sales promotional punch that Paramount TV
Stations — backlogged by 36 years of entertainment know-how —
can deliver as needed in the important Midwest and Southern
California trading areas. Paramount Video Transcriptions — sight-
and-sound film-recordings of your tele-shows — make selective TV
schedules possible and budget-smart.

If our Rate Cards have not reached your desk, please ask for them.

******

^^^J^riy^rocUur/i^nsS^

DECEMBER 1948

WBKB

Balaban & Katz TV Theatre

KTLA

Your Star Salesman in Hollywood

Hollywood Studios • 5451 Marathon Street • HOIIywood 6363

Chicago Studios • 1 90 North State Street • RAndolph 6-8210

New York Offices • 1501 Broadway . BRyant 9-8700

KEY STATIONS OF THE PARAMOUNT TELEVISION NETWORK

Represented Nationally by Weed and Company

Albuquerque

Beaumont

Boise

Buffalo

Charleston, S. C.

Columbia, S. C.

Corpus Cbristi

Davenport

Des Moines

Denver

Duluth

Fargo

Ft. Worth-Dallas

Honolulu-Kilo

llouslon

Indianapolis

Kansas City

I .ouisville

Milwaukee

Minneapolis-St. Paul

\.u ^ ork

Norfolk

Omaha

Peoria-Tuscola

Tor (land, Ore.

Raleigh

Boanoke

San Diego

St. Louis

Seatil'-

Syracuse

Terre Haute

KOB

NBC

kl DM

ABC

KDS1I

CBS

WGR

CBS

WCSC

CBS

WIS

NBC

KRIS

NBC

woe

NBC

who

NBC

KVOD

ABC

\\ I )SM

ABC

WDA"i

NBC

\\ HAP

ABC-NBC

KGMB-KHBC

CBS

K\YZ

ABC

WISH

ABC

KMBC-K1 KM

CBS

wa\ i:

NBC

\\ \1 \\\

ABC

Paul

WTCN

ABC

WMCA

IND

\\ Gil

ABC

KFAB

CBS

WMBD-WDZ

CHS

Kl \

\H<

\\ I'TF

\ BC

WDBJ

CBS

k^DJ

CBS

kSD

Mil

KIBO

CHS

WFBL

CBS

WTH1

\H<

Television

Baltimore

\\ \ \M

Ft. Worth

Dallas

WBAP-TV

1 ouisville

\\ \\ E-TV

New York

WPIX

Peoria

\\ MBT

St. Louis

KSD TV

SPONSOR

INDED

T L

RADIO

i\sk your Sales Manager (or an\
client's Sales Manager) "how things
are going" and you'll probably find
that there are (1) some markets where
everything is perfect, (2) some on which
he is dubious, and (3) some about which
he is frankl\ worried.

If lie had extra sales-personnel avail-
able, he would undoubtedly spot it,
with greatest care, in those markets

where greatest effort is needed.

Why isn't it possible to do the same
with radio? // is. That kind of radio
is called "national spot" It is sales-
minded radio, the Kind in which Free &
Peters has specialized since 1932. If
you'd like to discuss national spot for
any of the markets listed at the left,
you'll find thai we are sales-minded,
too — for your sales.

FREE & PETERS, inc.

Pioneer Radio and Television Station Representatives

Since May, 1932

ATLANTA

NEW YORK
DETROIT FT. WORTH

CHICAGO
HOLLYWOOD

SAN FRANCISCO

DECEMBER 1948

P* Swing is toW inKansasC^,

IT'S A

Sure there's a Santa Claus, and
don't let anybody talk you out of it!

As a buyer of radio time, how'd
you like to wake up to find thorough,
wide coverage, ace showmanship, comprehensive
merchandising and promotion — all in one stocking?

Try this on your Christmas tree: WHB is a 10,000-
watt station spang in the heart of the golden Kansas
City Marketland, dominating a listening area of 120
counties in 5 states. The enviable WHB reputation
for sales results is founded on fact.

Santa Claus? Why, considering what you get, WHB
is practically giving time away!

P.S. — For a Happy New Year, see your John Blair man!

10,000 WATTS IN KANSxj

DON DAVIS •

rtuiDiNi ft

r KtMJ

, -k r~>r~H john t schilling _^

^m | III ennui iiimcii ^

MUTUAL NETWORK • 710 KILOCYCLES • 5,000 WATTS NIGHT

SALES MANAGERS

(Continued from page 50)

market research's integration with broad-
cast station coverage information," points
out another sales manager. "If this
weren't so, how can you account for a
spot radio (sponsor calls it selective
radio now) campaign being planned by
our agency which covers only 60% of our
important sales territories?

"It was only after we had been on the
air for four weeks that our district sales
managers began to file vigorous objections
to the fact that there were districts in which
our announcements weren't being heard.
Our district men in a great number of
cases started promoting our 'wide' broad-
cast advertising coverage to jobbers only
to have the jobber say 'we haven't heard
any radio advertising in our area.' When
the district man pulled our station line-up
out of his pocket, the jobber frequently
gave him the needle with 'who told you
anyone around here listens to that
station.'

"When I go to our advertising manager
with our district manager's complaint, he
checks with our agency and discovers that
the station's BMB (Broadcast Measure-
ment Bureau) figures prove that the sta-
tion has an audience in the area. I've
checked personally and found that the
station in question frequently does have a
relatively high BMB figure and yet ap-
pears to have no acceptance with our
wholesalers or dealers. I don't care what
a station's rating is on a once-a-week
listening basis, I want to use stations that
have a consistent day by day, hour by
hour audience. (Daily listening figures
are part of the data being gathered in
BMB's second survey, 1949.) If our ad-
vertising department is to have the re-
spect of our field sales staff, it can't afford
to buy media which don't cover a sales
area."

Few sales managers like the programs
or announcements their firms purchase.
They admit they have the "last word" but
that they aren't advertising men and
must accept the recommendations of
their agencies and ad-heads.

"If I upset the advertising depart-
ment's apple cart, I usually end picking
up damaged fruit," reported the sales
manager of an automotive accessory ad-
vertiser. When it comes to attempting to
carry both the sales and the advertising
burden, it's the smart sales executive who
battles with his advertising department
but who doesn't attempt to take over
1(H)' , of the ad-responsibilities. No mat-
ter how ad-minded he is, he's far too close

(Please turn to page 56)

SPONSOR

~T5 Mp i

Tfva/JLcfc

OFFICES IN

NEW YORK
CHICAGO
LOS ANGELES
SAN FRANCISCO

JOSEPH R. FIFE

Commercial Manager

WPTR

WPTR.

PATROON BROADCASTING COMPANY • HOTEL TEN EYCK • ALBANY, N. Y.

DECEMBER 1948

SALES MANAGERS

(Continued from page 54)

to sales picture to be objective about pro-
motion. Since he sits in the driver's seat,
he can yell for what he wants and let the
other fellow do it. When a sales manager
finds himself falling short of his quota,
he's liable to forget everything but — 'sell
that product,' which I'll admit often isn't
good long term policy. However, adver-
tising managers seem too captivated by a
nicely turned phrase and a beautiful air
performance than by what the commer-
cials do. There can be onlv one marker

for an>- advertising — that's sales effec-
tiveness."

Sales managers want results. What
impresses them is the acceptance which
their advertising achieves with jobbers
and retailers. They like high rating pro-
grams, even if they won't admit the fact.
If they did they'd have to admit that ad-
vertising was as important as sa'esman-
ship. Prestige is admired but as something
extra — something to be polished for "top
brass." "Broadcast advertising," say a
number of hard working sales managers,
"must be important. My wife listens to
it all the time." * * *

There's Plenty of 'Cream

in America's

Dairyland

and you can get your
share with

WISCONSIN'S
MOST POWERFUL
RADIO STATION

Here is the station that, without am addi-
tional help, can tell your story, sell your
products in the rich dairylands and the
capi tal citj ol W isconsin.

» »

M. II. S. MI III V I I ;

MADISON, WISCONSIN

lor the facts on the \\ kUW market write

Monona Broadcasting <io.. Madison •'!. Wis.

Represented bj llr.AI>I.KY-l{K.I.I» COMPANY

SMITH BROTHERS

(Continued from page 40)

night 15-minute round table on current
events. It was an attempt by Smith to
reach another segment of listeners with a
show that was a direct contrast to the
other two. The show was much too
talky for listeners' tastes. Its rating was
microscopic.

In 1934, Smith Brothers did an about-
face in their air advertising. The late
Arthur G. Smith, father of the present
brothers (William 1 1 and Robert ) who
run the business today, decided that the
Trade and Mark show was not in keeping
with the dignity of a firm like Smith
Brothers.

When the new year came around, Smith
Brothers were sponsoring Nat Shilkret's
Orchestra, a 15-minute capsule musical
show on Sunday nights. This was more
to the liking of the elder Smith, but it was
not much in the way of a sales producer.
The main fault of the show was that it
was colorless, plus the fact that it came at
an hour that was too late to attract much
listening. Its 13-week run on Blue lasted
from January through March 1934.

In 1934, business was better for the
Smith Brothers, and for the cough drop
industry in general. The post-crash
(Please turn to page 78)

NOW!

jf2. COUNTIES OF

prosperous f4nrkTivoin Land

ILLINOIS • IOWA • MISSOURI
NATIONAL REP. -JOHN E. PEARSON CO.

□mo

JfuL*&£ lAatuMrtA

1070 KC

1 I 1 1 1 LJU U 1 1

IOOO WATTS •/ n IT f

SPONSOR

Nighttime

Radio Fom

3,512,750

952

125,100

3.4

43,750

3,681,600 99 8

NYONE can see from this map how VBC covers
the ( loasl. I )arkest areas indicate counties or sub-countv
areas where impartial, publishedBMB figures show that
50% or better of all radio families listen regularh to AB( '..
(That lonel) white spot is the one count \ outol 1 1 i where
less than 10"' of the radio families have the ABC habit

Additional cities ond towns in
which ABC Pacific now has an

estimated 50% (or moiej BMB
penetration due to new sta-
tions and improved facilities.

OVERAGE of all the Coast audience worth ha\ ing
is assured by the strategic location of ABC stations. And
of the two networks currently offering worthwhile avail-
abilities. ABC is the one that leads in average Hooperat-
ings. audience promotion and number of high-ranking
shows. It's smart to talk to ABC before you buy.

i t i ii vi isn't w.i.! See how ABC deliver- the
hade centers — big and little, outside and inside Here
we show 12 towns listed by BMB where 50". or more of
all radio families listen regularly, day or night to ABC
...plus o towns where ABC station improvement has
raised listening levels to an estimated 50% or better.

On the coast you cant get away from

ABC

FULL COVERAGE ... ABC's improved facilities have
boosted its coverage to 95.4% of all Pacific ( loasl radio
families (representing 95?6 ol coast retail sales) in coun-
ties where BMB penetration is 50% or better.
IMPROVED FACILITIES ... \BC. theCoasl"s Most Pow-
erful Network, now delivers 227,750 watts ol power—
54,250 more than the next most powerful network. This
includes fouk 50,000 waiter-, twice as man) as an\
other coast network... a 3 1"" increase in facilities during
the pa-l year.

GREATER FLEXIBILITY... You can focus your sales
impact belter on ABC Pacific. Buv as few as 5 stations.
or as many as 21— all strategically located.

LOWER COST... ABC brings you all this at a cost per
thousand radio lam i lies as low as or lower than an v other
Pacific Network. No wonder we say— whether you're on
a Coast network or intend to be, talk to ABC.

THE TREND TO ABC. ..The Richfield Reporter, oldest

newscast on the Pacific Coast, moves to ABC after 17
years on another network, and so does Greyhounds
Sunday Coast show— after 13 years on another network.

ABC

PACIFIC NETWORK

New York: 30 Rockefeller Plaz« • Circle 7-S700-Detroit: 1700 Stroh Bldg. • CHrrrv 8321— Chicaco: 20 N. W.cker Dr.
DEUware 1900-Los Awceles: 6363 Sunset Blvd. • Hudson 2-3141-Sai* Fra.nc.isco: 155 Montgomery St. • EXbrook 2-6544

DECEMBER 1948

GREETING CARDS

(Continued from page 35)

plant and started advertising in earnest
using magazines and newspapers. They
plugged their cards in women's maga-
zines, and promoted their "Eye-Vision"
display fixtures (now standard in 85%
of America's greeting card shops) to both
the trade and the public.

By 1939, Hall Brothers had come up
with several innovations. They were the
first (and still the only) firm to obtain
licenses to use the Walt Disney charac-
ters on their cards, as well as famous

comic strip characters like Blondie, L'il
Abner, Mopsy and others. They were the
first major company to design and pro-
mote a line of cards that appeal to men.
At this point they were among the
largest firms in their field. They could
have stopped there, just as other greet-
ing card companies stopped.

Joyce Hall, for all his conservative,
mid-Western dignity, is a great salesman.
He began to look around for a selling
tool that would boost his sales even
higher. He found it in radio.

In October of 1940 he bought Tony
Wons' Scrapbook on a small network of

OKLAHOMA CITY'S
ONLY....

50,000 WATT
STATION

For best results in the rich central and western

sections of Oklahoma tie your message to a 50,000

watt signal that is heard by OVER 1,370,000 Okla-

homans who spent OVER $855,739,000 in retail

sales during 1947.

JOE BERNARD

GCHCRAL MANAGER

AVERY KN0DEL, Inc.

HATIOHAL KCPRtSEHTATIViS

NBC stations. Wons' dreamy style of
reading poetry to the accompaniment of
organ music looked as though it might
be a natural tie-in. Didn't Hallmark
cards have verses on them? Wons began
to read Hallmark greeting card verses in
a come-hither voice to his predomi-
nantly female audience. Hall Brothers,
who were virtually getting a I5-minute
commercial out of the 15-minute show,
began to note sizeable sales increases.
The show continued to pull well up to
the time it left the air in May of 1941.
Then the war came, and Joyce Hall,
realizing that war-separated families
would probably be sending each other a
lot of greeting cards, bought a half-hour
show on the old Blue Network (now
ABC) called Meet Your Navy. He was
right. Sales nearly doubled for the
greeting card industry during the war,
and were it not for the paper shortage,
would have gone even higher.

In 1944, Hall Brothers decided to try
a big-time comedy show, and bought the
Charlotte Greenwood program on ABC.
For two years it did fairly well, until
Hall had a chance to buy the Radio
Reader's Digest, a half-hour dramatized
version of the Digest's current stories on
(Please turn to page 64)

Just What The
Doctor Ordered

MODERN HOME PHYSICIAN publisher!
bought WDNC, the SOOO watts— 620
kc CBS station in Durham, N. C. Results?
lOOO books sold per month!

What do you want to sell more
of at lower cost?

DURHAM, NORTH CAROLINA

The Herald-Sun Station

COLUMBIA BROADCASTING SYSTEM

Rep. Paul H. Raymer

SPONSOR

Westinghouse radio stations. . every
■one of them. . leaped ahead in a de-
cisive way in 1948.

AHEAD in number of radio homes
(potential audience) reported in
every station area. (5 to 16 per-
cent ahead!)

AHEAD in program-building, to attract
and hold bigger audiences.

AHEAD in the down-to-earth selling
which keeps renewals coming in, year
after year.

AHEAD with Stratovision. . blazing the
television trails of the future.

AHEAD with Boston's magnificent new
Radio and Television Center, one of
the first to bring all facilities under a
single roof; and with the first tele-
vision service in New England.

AHEAD with expanded FM service on
all six stations, and with lofty new
towers for KDKA-FM in Pittsburgh
and KYW-FM in Philadelphia.

AHEAD in Portland — KEX is the only
50,000-watt station in Oregon.

AHEAD in the Midwest; at WOWO in
Fort Wayne, alert, heads-up program-
ming and promotion have averaged
one Industry Award every 7 weeks
for more than 30 months.

Advertisers, some of them with us for
more than 16 years, saw sales leap
ahead, too! If you were not one of them,
make a resolution to peg time on these
fast-moving Westinghouse stations be-
fore it's too late. NBC Spot Sales has
full information.

(Sj) WESTINGHOUSE
RADIO STATIONS Inc

KDKA • KYW • KEX • WBZ • WBZA • WOWO • WBZ TV
National Representatives, NBC Spot Sales
except lor KEX; for KEX, Free and Peters

DECEMBER 1948

another WHAS First!

the only radio station $£RI///V(rh\\ of the

SPONSOR

r he FIRST Credit Earning College Course
broadcast by a Standard Commercial Station

Radio has tried but at
>esl lias enjoyed only
modest success in edu-
cational broadcasts. To meet this challenge
the University of Louisville and W'HAS
undertook a radical innovation in broad-
casting— '"'College hv Radio.''

The idea was logical, but the pre-course

reparation represented months and months
>f hard work. Starting in 10 i" 7 , actual class-
Dom sessions were painstakingly recorded
md re-recorded until at last the idea shaped
into a workable format . . . eight months
iter "College by Radio" went on the air.

No one at W'HAS had any illusions about
these broadcasts rating high in a Hooper
eport. But at W'HAS we take "Service" ser-
Ously. With "College by Radio" another
crvice has been given our listeners, and we
iope, a pioneering step taken toward making
(radio more effective and useful to its audience.

REPo

C ARD

" A *»e coy

,s ° notcu, Corn ^u n ;

bilk gre °t Q „ H,af >er Sd„ esid *nt

° r '"ore wid , d "* facing < ° ^°, rp
time.- ' de 'y >han i s Co * S of ° c // eqp r * s P°nsi-

° mm ^ytrue a g f l edUCQt! on

"Sting i s

ch Kentuckiana Market

DECEMBER 1948

50,000 WATTS 1 -A CLEAR CHANNEL 840 KILOCYCLES

Victor A Sholis, Director J. Mac Wynn, Sales Director

REPRESENTED NATIONALLY BY EDWARD PETRY AND COM PA NY

selective
radio
trends

Based upon the number of programs and'an-
nouncement: placed by sponsors with stations
and indexed by Rorabaugh Report on Sel-
ective Radio Advertising. Reports for August
'47-July '48 are averaged as a base of 100

Expected upsurge in selective broadcast advertising did not materi-
alize in October. Nationwide the index was off 1 point from Septem-
ber. Drugs and Miscellaneous increased their use of the medium to
offset the usual seasonal decrease in the Beverages and Confectionery
classification. Food regional and national selective broadcasting has
steadily declined since August from 88% of the 12 month 1947-1948
average to the October figure of 81. There is little expectation that the
food trend will reverse itself during the next few months. Decrease in
business placed in the Pacific and Rocky Mountain areas was offset in
part with moderate increases in the New England, Mid- Western and
Southern territories. Fact that October was a pre-election month may
account for unsatisfactory showing. November looks better but . . .

Per cent

250 —
200 —
150 —
100 —
50-

AUG SEP I OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

Based upon reports from 237 * Sponsors

A u9 47 — j u i y 48 ave'age = l000%

Trends by Geographical Areas 1948-1949

AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

250

200-

150

100

2,280,000 Radio families

□dd

250
200
150
100
50

9,166,000 Radio families

200

150

100

25Q. 11,387,000 Radio families

250
2001
150
100
50

6,399,000 Radio families

250 -
2G0-
150-
100-
50

72 77 71

4,766,000 Radio families

77 101 If

■'■■■'■

■■-■..■'-'■'A

New England

47— 48 average = 1000%

Middle Atlantic

M»d-Westem

Southern

Trends by Industry Classifications 1948-1949

81 Sponsors reporting

AUG SEP OCT NOV DEC JAN FES MAR APR MAY JUN JUL

16 Sponsors reporting

and toiletries

Food

*Fo* this total a sponsor is regarded as a single
be reported under a number of classifications.

corporate entity no matter how many diverse divisions it may include. In the industry reports, however, the same sponsor may

SPONSOR

from music
and movies . . .
to pucks
and pigskins

There's never a dull moment for WWJ-TV's
Detroit audience. Symphony and popular music.

children's and women's programs, full length movies,
Red Wing hockey games, University of Michigan
football games, wrestling matches, prize fights,
special news events . . . through WWJ-TV's own

facilities, through the NBC Midwest T elevision
Network, and soon through the NBC National
Network. Every day is a busy day lor
WWJ-TV's staff, and an enjoyable one for
Detroiters who are keeping television manufacturers
hopping to catch up with the demand.

WWJ-TV, first television station in
Michigan, is an ESTABLISHED advertising

medium producing gratifying results lor
its many advertisers in a market that is

currently one of the High-Spot cities of
the nation . . . with a backlog <>l orders

for new cars that foretells a prosperous
future, as well. IT'S WORTH

LOOKING INTO!

FIRST IN MICHIGAN

Owned and Operated by THE DETROIT NEWS

National geprnenlalivti: THE GEORGE P. HOLLINGBERY COMPANY
ASSOCIATE AM-FM STATION WWJ

UJUJj-w

NBC Television Network

DECEMBER 1948

GREETING CARDS

(Continued from page 58)

CBS. This continued until June of
1948. During the summer vacation of
the show, the replacement, Hallmark
Playhouse with James Hilton, did so well
ratingwise that Hall decided to keep on
with Playhouse.

The show is done in somewhat the
manner and style of Lux Radio Theater,
i ring half-hour adaptations of famous
stories Hilton has selected with Holly-
wood stars playing the lead roles. Hil-
ton acts as host-narrator on the show.

and helps out on the commercials, which
stress the Hallmark theme of "When you
care enough to send the very best." It
is primarily a low-pressure, reminder-type
of advertising. Only the Hallmark Dolls
are promoted in anything other than
general terms.

The show costs Hall Brothers about
$1,500,000 a year for time and talent.
This is about half of the Hall ad budget.
The remainder is spent in magazine ad-
vertising in Post, Lije, Esquire, Vogue,
etc., and in some newspaper spreads
around Christmas. Hall Brothers will
-kiss around $15,000,000 this year, so

77,

and

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^p° U /i? COn '''" u e to

BROADCAST MUSIC, INC.

NEW YORK • CHICAGO • HOLLYWOOD

the advertising budget amounts to 20%.
This may sound high, but Hall feels that
results justify it.

Although Joyce Hall is no seeker for
personal publicity, he is a great believer
in publicity and promotion for his firm
and its products. Carl Byoir, New York
and Hollywood press agent, is under con-
tract to Hall, and many of the Byoir-
inspired Hall publicity stunts have paid
off well in industry prestige.

Last Christmas, Hallmark cards were
featured in a WCBS-TV show called
CBS Christmas Card, which sent rhymed
greetings to everybody from CBS spon-
sors to the United Nations. Each rhyme
was illustrated with a Hallmark card,
the first promotional tie-in for a greeting
card firm in television. More recently,
Hallmark displays have been set up at
teachers' conventions (to plug the Hall-
mark dolls as an aid in teaching geogra-
phy) and the small fry members of the
U. N. Club of Washington have been
photographed dressed in the style of
their parent country featured on the
Hallmark cardboard dolls. Luana Pat-
ten, cover girl of the Hallmark album in
which the dolls are collected (The album
sells for 50c, the dolls for 25c), has been
featured in movie lobbies in connection
(Please turn to page 72)

' MORNING J

! AFTERNOON

I AND

NIGHT .

_W H H M_

DELIVERS
I

- MORE LISTENERS

| PER DOLLAR

| IN

1 MEMPHIS

SPONSOR

BLA

KET

S THI

LAS-FT. WORTH MARKET!

KKET

And our good friend Mrs. Broadbeam
only proves how complete coverage can
be. Certainly she needs better facilities.
In Texas there's a rich and fast-growing
market, modern engineering and
transcription facilities and 26 years'
experience in programming. So whether
you're selling cosmetics, tractors, or
dog food, you'll choose WFAA.

Represented Nationally
EDWARD PETRY and COMPANY

TEXAS QUALITY NETWORK

Radio Servite of the Dallas Morning News

ly Ord*, of FCC, WFAA Sh„,„, Tim. on Both f,,

DECEMBER 1948

* J!L

* *

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<ite

Yeah, but can he lift a sales curve?

Sure he can. But Mr. Claus does it only once a year for his clients,
whereas CBS, by delivering from 8 to 57% more listeners per dollar invested
than any other network in radio, helps lift the sales curves of its
advertisers week in and week out the year round.

The Columbia Broadcasting System

December 1948

-0

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Citation" at America's Tracks,—
Station WHEC In Rochester

....FIRST BY LENGTHS!

WHEC is Rochester's most-listened-to station and has
been ever since Rochester has been Hooperated!

Furthermore, Station WHEC is one of the select Hooper
"Top Twenty" stations in the United States!

laleit Hooper before closing time.

STATION STATION STATION STATION STATION STATION

WHEC B C D E F

MORNING 38.8 25.7 8.3 3.9

8:00-12:00 A.M.
Monday through Fri.

AFTERNOON 37.5 30.0 11.4

12:00-6:00 P.M.

Monday through Fri.

EVENING 31.6 27.2 10.6

AUGUST-S

Latest before closing time.

6:00-lQ:00 P.M.

Sunday through Sat.

5.0
9.0

15.0 6.8
10.4 5.2

BUY WHERE THEY'RE LISTENING:-

Station

1 (-. Broadcasts

O.r till Sunset

AUGUST-SEPTEMBER HOOPER, 1948

MEMBER GANNETT
RADIO GROUP

of^^e^t

N. Y.
5,000 WATTS

Representatives: J. P. Mc KINNEY & SON, New York, Chicago, HOMER GRIFFITH C O ., Los Angeles, San Francisco

DECEMBER 1948

GREETING CARDS

(Continued from page 64)

with her part in Disney's Melody Time
and has been a guest on KTLA's tele-
cast Who's That Girl? where one of the
clues to her identity was a shot of the
doll album with her name masked out.
The company's contract artists come
in for their share of publicity too. On
Grandma Moses' 88th birthday not long
ago, she and fellow-Hallmark artist, Nor-
man Rockwell, were featured in a big-
full-color spread in Lije. The piece even
featured a Hallmark Gallery Artist card

by Grandma Moses, with a name-credit
for Hall.

Hall's latest promotion effort is the
"Hallmark Art Award," a total of
$25,000 which will be given, like the
Nobel Prize, to the best American and
French contemporary paintings of 1949.
The awards will in all probability be
announced on Hallmark Playhouse, and
the tie-ins with Hallmark cards will be
considerable. Joyce Hall is well aware
that such promotion stunts, keyed care-
fully to his air and space advertising, are
necessary to insure the continued success
of the firm as the industry sales leader.

■m

K/\

*&*

TEXAS' No.

SPORTS
STATION

#134 HIGH SCHOOL FOOTBALL GAMES— The Ford

Motor Company

• WORLD SERIES Gillette

• ALL-STAR FOOTBALL GAME Wilson Sporting

Goods Company

• "FISHING 4 HUNTING CLUB OF THE AIR"— Pearl

Beer

• ALL-STAR BASEBALL GAME — Gillette

• EAST-WEST FOOTBALL GAME and NORTH -SOUTH

FOOTBALL GAME— Gillette

• 12 SOUTHWEST CONFERENCE FOOTBALL GAMES

The Humble Oil <f Refining Co.

• 8 NATIONAL FOOTBALL GAMES Mutual Broad-

casting System
THE MEL ALLEN SHOW — U. S. Army Recruiting
FOOTBALL PREDICTIONS by LEAHY OF NOTRE DAME
HORSE RACES Every Week from Mutual
EDDIE BARKER'S "SCOREBOARD'' (Six Nights

Weekly) M. F. Fischer ,\ Son

• TEXAS OPEN GOLF TOURNAMENT — Canada Dry

• NATIONAL GOLDEN GLOVES FINALS— The U. S.

Army and U. S. Air Force

• NATIONAL PRIZE FIGHTS — Ballanline's Ale and

Beer

• ANNUAL NATIONAL 500-LAP MIDGET AUTO CLASSIC

• INDIANAPOLIS 500-MILE RACE The Perfect Circle

Company

• BROADCASTS DIRECT FROM THE OLYMPICS

• TEEN-AGE RODEO —The Twenty-Thirty Clubs

Mutual in San Antonio

KMAC-KISS

Howard W . Davis, owner

Represented Nationally by

JOHN E. PEARSON CO.

The firm that is the runner-up for top
sales honors, the Gibson Art Company
of Cincinnati, is also a successful user of
air advertising — on a national selective
basis. Gibson, like Hall, makes and sells
a wide line of greeting cards and gift
wrappings, and expects to gross some
$9,000,000 this year.

Its advertising appropriation of
$250,000 is for the most part spent in
176 newspapers, but in one market, Bos-
ton, it uses little or no newspaper adver-
tising and concentrate its efforts on
an air show that is as much a part of
Boston as the Old North Church. The
program is WEEI's Uncle Elmer's Song
Circle which Gibson has sponsored con-
tinuously in its Sunday morning 8:30-9
a.m. slot since August, 1945. Gibson
has had previous radio advertising in a
few markets, using women's participat-
ing shows, but has never had anything
like the success it has had with Uncle
Elmer.

The show is a blend of cracker-barrel
philosophy and nonsectarian hymns by a
choir of 18 voices. Elmer Herskind, who
is host on the show, receives more mail
than any other WEEI show — commer-
cial, sustaining, network or local. Be-
fore Gibson bought it in 1945, the show
(Please turn to page 74)

-THE KEY TO

(Mt/kfoi7 l{innescta

MINNESOTA'S TRIPLE MARKET

• 350,000 INTERNATIONAL visitors

• 34,000 METROPOLITAN residents

•£ 87,200 RURAL consumers in the primary
coverage area.

EVERYONE VDAf Minn. N.rworlc

DIALS TO nilVV N w N,.iwo,L

Southern Minnesota's Oldest Radio Station

Established 1933

IN ROCHESTER, MINNESOTA

Nationally represented by the John E Pearson Co.

SPONSOR

we're ready to sing YOUR sales song too!

j PACIFIC NORTHWEST BROADCASTERS

WASHINGTON SEATTLE-KING ELLENSBURG-KXLE SPOKANE-KXLY OREGON PORTLAND-KXL
MONTANA Z NET BUTTE-KXLF HELENA-KXLJ BOZEMAN-KXLQ GREAT FALLS-KXLK MISSOULA-KXLL

THE WALKER CO . 551 5th AVE . NEW YORK
841 National Building, Minneapolis, Minnesota
15 West Tenth Street, Kansas City, Missouri •

360 N. MICHIGAN AVE., CHICAGO
» Little Building, Boston, Massachusetts
333 Candler Building, Atlanta, Georgia

DECEMBER 1948

GREETING CARDS

. 72

had been running continuously on WE EI

$2 During that time. Elmer
had been building up a tremendous local
following for his show, traveling the
members of the choir around to church
_ ups and meetings

It was the great p polarity of the star
that decided the purchase of the show
by Gibson. The tie-in seemed like a good
one. since listeners to Uncle £/•-:.

ere the type that did the greatest
spreei buying.

'.d that manv of their

sales results from I i been

of the indirect variety. The show has
done a good job of breaking down sales
resistance on the part of buyers and
dealers in the New England area reached
by WEEI. Elmer still travels hundreds
of miles each year, singing at gatherings
from Nantucket to Nova Scotia and he
always adds a plug for Gibson. He
usually drops in on the nearest Gibson
dealers when he's on the road, and writes
letters to them when he's in Boston.
When he's not writing letters. Gibson's
promotional staff is. Gibson features
Elmer in nearly every major presenta-

SOUTHWEST VIRGINIA'S PiOHe&l RADIO STATION

TFie market in WDBJ's total BMB coverage
area represents 35.73^j of Virginia's t<>t<d buying

power. \nil T. ( »i»' , of West Virginia's.

In 50 < , or better BMB coverage \\ DBJ sells to
23.7* of Virginia's 1 »n > iiiij power. \-k FREE &
PETERS!

CBS • 5000 WATTS • 960 KC

Om*d and Operated by th*
TIMES-WORLD CORPORATION

ROANOKE. VA.

FREE 4 FETERS INC. Nationa. Repr*senta:.es

rion and merchandising push in the N\w
England an

Man) have suggested to Gibson, at
one time or another, that they transcribe
Elmer's show and place it in several mar-
kets. Gibson has wisely refrained, even
though they like the effect oi Elmer on
the New England sales curves. Elmer
is a New Englander. and his brand of
philosophy and his twanging accent
would probably fall flat in the South or
West. Just as network disk jockeys
have laid a rating egg every time they've
been tried, a show like Gibson's which
depends on the personal success and
popularity of a local personality fre-
quently succeeds only in its own baili-
wick. Gibson may add other local shows,
but only if Gibson feels they can do the
job locally that Uncle Elmer's Song Cir-
does in New England.

Like Hall Brothers. Gibson's have
found that radio changes buying habits.
Where people once shopped for their
greeting cards by appearance only, now
they look on the back of the card for the
maker's name as well, and frequently
ask to see only the cards made by the
firm whose air commercials they have
heard.

The third of the four major greeting
card firms. New York's Norcross, Inc.,

FIRST

IN THE

QUAD

TIyoCce4-

DAVENPORT
ROCK ISLAND
MOLI N E

EAST
MOLINE

The 40th

Retail

Market

A M 5.c:3W„U20Kc

C P. 22.9 K» > >
uol and ourol,
Choanal^

BASIC NBC Affiliate
DAVENPORT,IOWA

National Representatives
Free & Peten, Inc.

SPONSOR

is adding the plus of sight to sound broad-
casting. The big firm, which is expected
to gross around $7,000,000 this year, is
the first greeting card company to buy
TV time. Since last September, they
have been conducting a series of test
campaigns on three stations — Chicago's
WGN-TV, Buffalo's WBEN-TV, and
Milwaukee's VVTMJ-TV.

Their video commercials have been
one-minute announcements, using a series
of slides showing Norcross cards, plus
live narration. The results so far have
been inconclusive, although a free offer
of a booklet on WTMJ-TV brought a
mail return that ran to 10 f ^ of the avail-
able TV sets at the time the offer was
made.

The TV test campaign is also Nor-
cross' first planned usage of broadcast
advertising. Hitherto they had been a
newspaper advertiser, spending up to
$175,000 a year for newspaper space,
billboards, trade ads and mailing pieces.
Norcross is not fully decided as to
whether they intend to continue their
TV selling on a year-round basis. Indi-
cations are that if the tests prove pro-
ductive of sales, TV will be used on a
wider scale.

Rust Craft Publishing Company, a di-
vision of the United Printers and Pub-

for
HOT INFORMATION

on
TOP STATIONS

In
TOP MARKETS...

ask your

JOHN BLAIR

■ai!

JOHN
BLAIR

l COMPANY

REPRESENTING LEADING RADIO STATIONS
Offices in Chicago • New York • Detroit
St. Louis • Los Angeles • San Francisco

DECEMBER 1948

lishers, Inc., is the fourth largest greeting
card company with annual sales this
year expected to top S5, 000,000. Rust
Craft has been a great believer for years
in the "one-shot" type of advertising.
This usually amounts to a pair of back
covers 'in color; on Life magazine, which
costs Rust Craft some 5 50,000 for the
pair.

Rust Craft has used radio once. That
was in the Christmas season of 1944,
when Rust Craft took time out from its
magazine advertising space was hard to
buy in 1944- to sponsor a half-hour one-
shot version of Dickens' Christmas Carol

on the morning of 24 December on 209
Mutual stations. The show cost Rust
Craf >r time, and abort

for talent, and was highly institutional
in its selling approach. That it was
great success should not surprise most
radio men. The Christmas one-shot
show has worked well for Elgin National
Watch Company for several years, be-
cause Elgin has made it a tradition.
Rust Craft's Christmas Carol was done
with little prior promotion, and no radio
tradition behind it. Since the 1944 trial
run, Rust Craft has used no other radio.
Please turn to J

SURE.

some C-hica^o stations

can be heard in South Bend
. . . but the audience

LISTENS

to wsbt:

There's a whale of a big difference bet
"reaching" a market and covering it! Some
Chicago stations send a signal into South
Bend — but the audience listens to WSBT. No
other station — Chicago, local, or elsewhere —
even comes close in Share of Audience.
Hooper proves it.

5000 WATTS • 960 KC • CBS
PAUL H. RAYMER COMPANY • NATIONAL REPRESENTATIVE

Network TV business, due to increased activity on the middlewest webs,
jumped to 250% of the base month (July) during October. Even in sponsor's
constant base of 10 cities and 15 stations increase in business was over 100%
from 59.2 to 129. (Base month had an index of 58. ) This is the first month in
which network'business increase was at a more rapid pace than local retail but
even local-retail TV advertising practically doubled in October — jumping from
93.6 to 180.6. In sponsor's constant base for local-retail (10 cities 19 stations),
the increase continued at the previous ratio from 75.9 in September to 93.6 in
October. In National and Regional Selective TV advertising, where the use of
the medium has been erratic, business jumped from September's 1 10 to 140.8 in
October. Tobacco leads in the use of TV on a selective basis but Radio, TV,
and Appliances leads the local-retail TV index and runs second to Soaps and
Toiletries on networks.

BREAKDOWN OF TV BUSINESS BY CATEGORIES

"TOTAL" AND TEN-CITY TRENDS

CATEGORY JUNE JULY AUG SEPI OCT NOV DEC JAN FEI

JUNE JULY AUG SEPT OCT NOV DEC JAN FEI MAR APR MAY

Gray area: total units of business
Base month: July = 1M.0 c /c

Black area: constant base
ol 10 cities, IS stations

100

NATIONAL & REGIONAL SELECTIVE

148 8

110.0

Gray area: total units ol business
Base month: July = 100 %

Black area: constant base
of 10 cities, 19 stations

LOCAL RETAIL

Gray area: total units of business
Base month: July = 100.0 95

Black area: constant base
ol 10 cities. 19 stations

America's Model
Television Station

Reports on one year
of programming

WTMJ-TV has built its program-
ming on the premise that local
and national spot programs were
as important as network pro-
grams. As a result, many of the
most popular WTMJ-TV 7 programs originate in the television
studios of Milwaukee's Radio City. They include . . .

THE GRENADIERS

Milwaukee's most popular radio program, skillfully adapted to
television, occupies the Wednesday night 8:00 to 9:00 P.M. slot.
Complete with a 16-piece orchestra, vocalists, and comedy. It
captures the Milwaukee television audience with a format
built to the City's tastes. Participating sponsorship.

"PLAY 'EM OR PAY 'EM"

This 15-minute Friday night musicale feature challenges the
television audience to submit song titles which cannot be played
by the Radio City Quintette. This heavy mail pull program is
under participating sponsorship.

VIDEO VARIETIES

Top mid-western talent is featured on this Sunday night 7:30
to 8:00 P.M. feature, one of Milwaukee's favorite television
programs. Participating sponsorship

T.V. TRYOUTS

The proved pulling power of amateur programs is combined
with skillful production to make top flight television entertain-
ment out of this Saturday night 7:15 to 7:45 feature. Partici-
pating sponsorship.

OTHER LOCAL FAVORITE PROGRAMS

The same skill and production facilities that have built
WTMJ-TV participating programs are also available to national
and spot advertisers for the presentation of programs ideally
suited to individual needs.

WTMJ-TV is a complete RCA
Victor installation.

Because studio remote and
transmission facilities are de-
signed for one another, WTMJ-TV
is transmitting a picture that results in quality reproductions
of programs and commercials.

The WTMJ-TV dial position on Channel 3 assures good re-
ception with any standard tvpe antenna.

caUei

3S3 ; - '•" 1

3 "---:;:.... ■

made ^ ^J te \ e vision stat
fast growing

Sales of television sets in the
Milwaukee area have exceeded
even the most optimistic predic-
tions. As of November 1, there
were over 9,000 sets in Milwaukee
and total installations are ex-
pected to exceed 12,000 units by January 1. Combined with the
high listenership in the Milwaukee area, this means an audience
of in excess of 100,000, or 10% of Greater Milwaukee's total
population for most evening programs. Little wonder then that
television has grown far beyond the experimental stage in
Milwaukee and is now recognized as an effective, economical
hard-hitting sales medium.

Over two-thirds of the sixty na-
tional, spot and local sponsors
who have tried WTMJ-TV today
remain as successful television ad-
vertisers. All three of Milwau-
kee's leading department stores
have been on WTMJ-TV since its inception and all have dra-
matic success stories using the station. Local and network
advertisers selling everything from automobiles to food products
are obtaining results from WTMJ-TV. With the bulk of installa-
tions being in middle income homes, WTMJ-TV is delivering a
valuable and growing list of reception homes to its advertisers.

NETWORK AFFILIATIONS

WTMJ-TV is affiliated with NBC, CBS and ABC. As the link
between the mid-west and eastern network closes, the facilities
of WTMJ-TV will be available to the users of these three net-
works.

WORTH REMEMBERING

When making your plans for television, remember this . . .
WTMJ-TV, Wisconsin's only television station delivers a large
receptive audience to the network, spot and local advertiser.

wtImj-tv

SUCCESSfUjJ
ADVERTISER^

THE MILWAUKEE

Affiliated
National Representativ

URNAL TELEVISION STATION

h NBC, CBS and ABC

Petry & Company, Inc.

HANNEL 3

DECEMBER 1948

WNJR

presents

THE JOHNNY
CLARKE SHOW

9.05 A.M. to 12:00 Noon
Monday through Saturday
This outstanding selling team
of Johnny Clarke and WNJR
will carry your message to
a million North Jersey homes
. . . one of the richest mar-
kets in the country.
Represented by AVERY-
KNODEL, Inc.

GREETING CARDS

(Continued from page 75)

There was a historical basis, however,
for Rust Craft's Christmas broadcast.
In 1931, the Greeting Card Association
of New York, a trade group, sponsored
Charles Hackett, Tenor, on 24 CBS sta-
tions for two 15-minute broadcasts dur-
ing the Christmas season. The show cost
the Association $4,288 for time, and a
$1,000 or so for talent. Hackett sang
Christmas carols, and the commercials
dealt with some institutional selling for
greeting cards. It produced good results
in a few markets, but the show was never
followed up to form a once-yearly listen-
ing habit.

There have been few other uses of
broadcast advertising to sell greeting
cards. A few small firms, like the Merit
Card Company of Chicago, have bought
announcements during the Christmas
season, instead of their usual classified
ads, to seek door-to-door agents, usually
offering to send a "kit" of supplies and
instructions to those sending in a letter
or postcard. The balance of the industry
spends from a few hundred dollars to
$5,000 yearly for a few trade ads and
newspaper ads in the Christmas and

This is a little extra coverage we throw in!
All kidding aside, here's our formula — 5000
watts on 550 kilocycles, and a 704 foot an-
tenna with a location right in the center of
the best soil conductivity area in the U. S v
plus 23 years of good programming, give
us unbeatable coverage and listening.

KFYR

550 KC 5000 WATTS
NBC AFFILIATE
REP. JOHN BLAIR

Bismarck, No. Dakota

Valentine seasons. Only the large firms
can afford to print the full line necessary
for a big business in "everyday" cards.

Just as radio and TV have helped
establish mounting brand consciousness
in the buying of Botany fabrics, Teen-
timer dresses, and a list of other prod-
ucts and services where consumer pur-
chasing in the past has been on a hit-
or-miss basis, they have brought brand-
name buying to the greeting card busi-
ness.

The fact that more radio and TV
should be used by the greeting card
industry than is employed now is partly
the fault of the broadcasting industry.
The average greeting card publisher
knows very little of what broadcasting
can do for his product. Until he is shown
direct sales results, broadcast advertising
of greeting cards will be confined to the
few large firms now using it. * * *

SMITH BROTHERS

(Continued from page 56)
slump reversed itself, and Smith had more
money to spend. They bought another
musical show, this time a better one,
called Songs You Love. The show was
much along the lines of the American
Melody Hour and featured syrupy ar-
rangements of old-time song favorites. It
did better than the previous shows, be-
cause its Sunday night (,9 9:30 p.m.) spot
on NBC made for increased listening.

A third musical show, Melody Matinee,
followed Songs You Love in the first part
of '36, and later in '36-'37. This was a
straight music show (no vocals) that held
down a spot in NBC's Sunday afternoon
schedule. It was again more successful
than its predecessors, and due to better
business conditions generally in the cough
drop industry showed sales upturn that
ran in some cases as high as 50 C A '. But
all in all the results were mild.

For the next two seasons ('37-'38,
'38-39) Smith Brothers decided on a
change of pace in their advertising. For
one thing, their network usage had not
been particularly successful. For an-
other, there was an industry recession
that showed its beginnings in late '37 and
continued through '38. The advertising
budget, based at Smith Brothers on ap-
proximately 10% of the anticipated case
sales in a good year, was curtailed to the
point where they couldn't afford to try
their hand again at network radio. At
least, not for a while.

Tlu' recession ended during '39, an J
sales began to i limb again to near-normal
conditions lor Smith Brothers in all sec-
tions of the country . . . except one.

In November of 1940, Smith Brothers

SPONSOR

»1Vi

BILLION

DOLLAR MARKET

spread over two states

KWFT

THE TEXAS-OKLAHOMA STATION

Wichita Falli— 5,000 Wattl— 620 KC— CBS

Represented by Paul H. Raymer

Co., and KWFT, 80.1 Tower

Petroleum Bldg., Dallas

WDEL

WGAL

WKBO

WRAW

WORK

WEST

Established 1922
WILMINGTON, DEL.

Established 1922
LANCASTER, PA.

Established 1922
HARRISBURG, PA.

Established 1922
READING, PA.

Established 1932
YORK, PA.

Established 1936
EASTON, PA.

Rep'ttenied by

I ROBERT MEEKER
ASSOCIATES

Chicago

San Francisco

New York
Los Angeles

started sponsoring a cycle of regional
newscasts on the Columbia Pacific Net-
work that lasted seasonally through
March 1943. The news shows were 5-
minute evening reports, featuring in turn
"name" newscasters like Knox Manning,
Boh Anderson, Dick Joy, and Nelson
Pringle. Results were quick in coming,
and within six weeks sales of Smith
Brothers cough drops on the West Coast
started upwards.

Once the West Coast was holding its
own saleswise, Smith Brothers shifted
back to straight selective radio. This
time they threw off another outmoded
notion (a hangover from their days with
the Tarcher agency) and stopped their
"live" announcements in favor of e.t.'s.

One day, early in May 1948, Shaw came
to New York accompanied by W. W.
Smith for the weekly client-agency huddle
over the results of some copy-testing.
Smith left early, since he had an appoint-
ment downtown with the Smith Brothers
at SSC&B. Shaw was talking with
Jack Sullivan when Don Stauffer came in.
Stauffer had some news. He had just
been given the pitch for a new ABC-
Lou Cowan package, Stop the Music.

Shaw, who has much more freedom
than the average advertising manager
(Smith Brothers is not run by a large
board of directors and stockholders, but
by the original family), was sold on the
idea. At worst, he decided, they would
only be out the cost of Stop the Music for
a 13- week cycle, and they could always
return to their national selective selling.

There has never been any question of
dropping the show after a 13-week
period. Smith Brothers expects to carry
it for a full 26-week period well into 1949.
The major problem currently for Smith
Brothers, aside from the industry con-
troversy over give-away shows, is one of
holding their franchise on the show during
the summer months of 1949. Vp Shaw
says wryly that he feels like an apart-
ment-dweller in a "No Vacancies" build-
ing whose lease may expire when he needs
it most.

Smith Brothers' success with Stop the
Music is the end of a long trail for the
cough drop firm. They have learned in
radio, often the hard way, that they must
sell their products separately. They have
learned that they must do their selling by
means of an advertising medium in gen-
eral, and a program vehicle in particular
that has a mass appeal.

Above all, Smith Brothers has learned
that radio, properly controlled and well
handled, can produce sales for the smaller
advertiser as well as the multi-product
giants with eight-figure budgets. * * *

ON THE DIAL

IN LISTENING

IN NETWORK

WSJS

LEADS

DAY AND NIGHT

NORTH CAROLINA'S

RICH TRI-CITY

MARKET

• WINSTON-SALEM

• GREENSBORO

HIGH POINT

WRITE FOR OUR BMB FOLDER

DECEMBER 1948

signed and unsigned

Advertising Agency Personnel Changes

NAME

FORMER AFFILIATION

NEW AFFILIATION

Clifford Botway
Buell Brooks
Clarke R. Brown
John Brush
Pal < urry
Charles (). Dahney
Vic Decker
Sherwood Dodge
Mildred 15. Dudley
Sydney B. Gaynor
Norman Gladney
I.. I). Griffith
Henry Howard
( .linn Kyker
Si uarl I). 1. uillum

Jean Meredith
George R. Nelson
James I*. Newtown Jr
Arthur I'ardoll
Ken Pearson

(,. AUx Phare

Peter Piper
Mori Postier
Paul Radin

B. A. Rc:nis

U Ullam .1. Sagstettcr

Rill Schurr

Norton II. SobO

Gordon A . Speedie

Dale II. Theobald

Phil Waters
Harold H. Webber

W. V Wilkinson

Julian Goss. Hartford Conn., radio dir

KDAC. Fort Bragg Calif ., part owner
\\( \l . Phila.. publ dept

WC.M W . Canton Ohio, com ml mgr. sports dir
Foote, Cone & Belding, N. Y.. research dir
WDWS, Champaign III., announcer, producer
Don l.ee Broadcasting, F. A., gen sis mgr
Huher, lloge, X. Y., radio dir, acct exec

McCann-Erickson, N. Y., radio, TV comml dept

head
CBS. H'wood., asst dir press information
Eeighton & Nelson. Schenectady N. Y., partner

Young & Rubicam, N. Y.

CVA Corp. S. !•'.. mdsg mgr

R. C. Smith. Toronto, radio dir

Makelim. H'wood., pub rel dir

Friend, N. Y.

Buchanan, H'wood.. vp in chge West Coast

motion picture div
Lynn-Fieldhouse, N. Y.

Stockman Magazine, Memphis, managing ed
Packard, Phila.
Khrlich & Neuwirth, N. Y., acct exec

Van Dorn Iron Works Co, Cleve., adv, sis prom

mgr
Homer Griffith, H'wood., acct exec
Foote, Cone & Belding, N. Y., vp, natl media,

research dir
Foote, Cone & Belding. L. A., acct exec

J. B. Sebrell, L. A., radio dir

Erwin, Wasey, L. A., media dir

Gardner. St. I-., radio, TV dir

Henry von Morpurgo, L. A., TV dept head

Gray & Rogers. Phila.. radio. TV dept

Presha. Fellers & Presha, Chi., radio. TV dir

Vic Decker (new). Canton Ohio, head

Same, vp in chge media, research

John \\ . Shaw . Chi., timebuyer

Raymond R. Morgan, L. A., vp

Casper Pinsker, N. Y.. radio dir, acct exec

Sherman & Marquette, N. Y., TV research dir

Jack Berman, N. Y., TV dir

Powell Grant, Detroit, radio, TV dir

Marschalk & Pratt, N. Y., contact with Staiulard[Oil' Co

(N. J.)
Benton & Bowles, H'wood., radio publ mgr
George R. Nelson (new), Schenectady N. Y., head
California Transit Advertising, L. A., acct exec
Sullivan. Stauffer. Colwell & Bayles. N. V., timebuyer
Same, gen mdsg, adv mgr
Same, managing dir
Curt Freiberger. Denver, radio dir
Mort Posner (new). S. F., head
William kt sti r. L. A., vp

Federal. N'. Y., acct exec

Ritchie. Houston, acct exec

Earle A. Buckley, Phila., acct exec

Same, vp

Tippett, Jackson & Nolan, Boston, acct exec

Campbell-Sanford. Cleve., vp

Butler-r.mmctt. Portland Ore., radio, TV dir
Same, Chi., acct superv

Same, vp

Sponsor Personnel Changes

NAME

FORMER AFFILIATION

NEW AFFILIATION

Norman R. Anderson
W. F. Armstrong

Frank T. Ja< obfi
Frederick M. I.inder
Edward I.. Mabry

S. N. Mays

Neil II. Me I lroy
Howard .1. Morgens
V\ llliam I . Ni \ iu
I.. J. Noonan
Joseph A. O'Malley

I) (.. Russell
Olin A. Saunders
Charles A \\ iggins

Telecoin Corp, N. Y., mdsg mgr

General Motors Corp, Detroit, vp in chge mfg,

real estate
William S. Merrell Co, Cinci., sis prom mgr
Jacob Ruppert Brewery, N. Y., vp
Vlck Chemical Co, N. V., exec asst to pres
General Motors Corp (Chevrolet Motor div),

Detroit, business management dept head
Procter & (iambic Ce>. Cinci.. vp, gen mgr
Procter eSt Gamble Co, Cinci., adv dept mgr
Dorville Corp. N. Y., vp

Stokely-Van Camp Inc. Indianapolis, gen sis mgr
Chrysler Corp (Chrysler div). Detroit, asst gen

sis mgr
Superior Coach Corp. Lima O.. acting adv mgr
Borden Co. N. Y.
General Foods Corp (Calumet Baking Powder

div), N. Y., assoc sis, adv mgr

General Foods Corp (Minute & Certo div). N. Y.. sis. adv mgr
General Motors (<rp (Chevrolet Motor div). Detroit, gen

mgr
Same, aelv, sis prom dir
Same, exec vp
Same, pres
Same, sis prom mgr

Same, pres

Same, vp in chge adv

Devoe Sc Raynolds Co Inc. N. Y.. adv mgr

Same, vp

Same, gen sis mgr

Same, adv mgr

Nestle Co. N. \ .. ad\ mgr

Same, sis. aelv mgr

National Broadcast Sales Executives (Personnel changes

NAME

FORMER AFFILIATION

NEW AFFILIATION

Vmos li.ii'ui

William II. I nsign

John ski [ammann

< < . 1 1 ii i.i ii Johnston

Frank G. king

w Ullam s. Murdoi k

l). .n Oakes

I i ank I Pillegrin

Iti in e Pirie

Joj 1 1- Risen mlllei

Fee \ mi Nost rand

KSD.I, San Diego, sis mgr

Rural Radio Network, Ithaca V v.. sis mgr

ABC. N. v, ., an I eiec

i in Radio Sales acct exec

(lis H'wood.. Western <li\ nssi sis mgr
\\<>l Wash., sis mgr. asst gen mgr

< I \( ..Calgary. Alberta. Can., sis staff
ks I I . , Si I . pres, vi» n mgr

< k i< M . Begin a, Saskatchewan, Can., sis mgr

W M I . < i ilar Rapids, Iowa, sis

KECA, H'wooil.. sis mgr

Transit Radio. N. Y., head, sis mgr

W Mil). N. \ .. da\ time sis mgr

k\l()\. St I .. n. ill sis mgr

KTTV-TY, F. A., sis mgr

WOIC- I \ . Wash., sis mgr

ckrm, Reglna, Saskatchewan, Can., sis mgr
Transit Radio. Chi., sis mgr
CKRC. Winnipeg, Manlti ba, Can., sis mgr
Intercollegiate Broadcasting System, V v .. sis mgr

Same, sis mgr ^ > * l l_

l<l < I UBER. 1948

^OH* CAM COVe * C*«

<*.

The Georgia Trio

. \290K'

Georgia's First 3 Markets

THE TRIO OFFERS ADVERTISERS AT ONE LOW COST:

Concentrated coverage • Merchandising assistance
Listener loyalty built by local programming • Dealer loyalties

— IN GEORGIA'S FIRST THREE MARKETS

The Georgia Trio

uimsz

Represented, individually

f 'y T ?

and as a group, by

THE KATZ AGENCY, INC.

New York • Chicago • Detroit • Atlanta • Kansas City • San Francisco • Los Angeles • Dallas

DECEMBER 1948

Yes — WHIZ floods Southeastern
Ohio with an average evening share-of-
audience of 64.6% (Conlan Survey
week of May 23, 1948).

Here's a new high-water mark of
audience domination — a "plus value"
for all WHIZ advertisers.

Morning, afternoon and evening
WHIZ averages 62.2% share-of-audi-
ence . . . proof of the results of top
local production and popular NBC
programs.

Buy the station with
the BONUS audience.

represented by

John €. Pearson Co.

WHY SPONSORS CHANGE

(Continued from page 23)

Columbia's Sunday sponsors and lined up
an imposing schedule which started with
Ozzie and Harriet at 6 p.m. sponsored by
International Silver. The complete CBS
schedule from October 1944 to June 1945
ran like this:

Program
Ozzie and Harriet

Fanny Brice
Kate Smith
"Blondie"

Sponsor
International

Silver
General Foods
General Foods
Colgate-Palm-

olive-Peet
Parker Pen
Campbell Soup
Texaco
Eversharp
Gulf

News

"Reader's Digest''
"Star Theatei
"Take It or Leave It"
"We the People"

The CBS Sunday program block just
didn't make the top grade. The results of
an all-out plan to build a new habit of
istening is fine — if it comes off. When it
doesn't, sponsors shift to new networks
and often new programs. Of CBS's im-
posing line-up of '44-'45, International
Silver has moved Ozzie and Harriet to
NBC. General Foods dropped Fanny
Brice and Kate Smith. Blondie has be-
come part of the Gilder sleeve-Duffy's
Tavern Wednesday block on NBC. The
five-minute news block on CBS has been
dropped and Parker Pen is off the air due

to the condition of the pen business.
Texaco has taken its Star Theater to
ABC, with its TV Star Theater to NBC.
Take It or Leave It has been shifted to
NBC. It shifted because there was the
feeling that Eversharp had milked CBS's
Sunday night audience and that NBC
might deliver a partially different audi-
ence at the same time. The fact that 10
p.m. Sundays opened up on NBC was of
course another reason for the shift.

Gulf Oil is still sponsoring We the
People on CBS but at 9 p.m. Tuesdays
which competitively used to be a good
time slot. Today battling Bob Hope who
has been shifted from 10 p.m. to 9 p.m. on
NBC there's a question in the minds of
many Gulf executives just how good a
slot 9 p.m. Tuesday is.

•This year CBS is again building a Sun-
day night block but with a new approach.
It's shifting programs with known follow-
ings to the block with the first shift being
Amos 'n' Andy now in at 7:30 p m. This
move was brought about because of a
capital gains plan which CBS offered
Charles Correll (Amos) and Freeman
Gosden (Andy) which insured their
futures. In other words CBS now owns
the program and that's one certain way to
persuade a sponsor to change networks.
Lever Brothers now sponsors Amos 'n'

Season's Greetings

WAPO

CHATTANOOGA

Affiliated with

NBC

National Representatives

HEADLEY-REED CO.

SPONSOR

Andy on CBS.

Capital gains structures are being sug-
gested to a number of other leading stars
by CBS and there is more than a chance
that many star-owned programs will
move, with their sponsors, to CBS.

The trend of sponsors starting on
Mutual and moving from MBS to other
networks after the Edgar Kobak-headed
chain has done a job for the advertisers is
becoming less and less pronounced.

There is still, however, a general feeling
among network salesmen that every spon-
sor on the air is a possibility for their
networks.

This March, NBC decided that Quick
as a Flash heard on MBS could fill an open
spot (2:30 p.m.) on its Sunday dayt me
schedule. The program had been heard
late Sunday afternoons (5:30 p.m.) for
four years on Mutual. It would cost
more to broadcast it on the senior net-
work but according to NBC's presenta-
tion it would deliver 2,562 listeners per
dollar against 904 delivered by MBS. Of
course the listener figures were based upon
a combination of Hooperatings and BMB,
neither of which Mutual claims covers its
current listening picture adequately. The
NBC presentation covered the fact that it
would deliver a "new" audience, not one

that had been dialing Quick as a Flash for
four years. Flash is heard right after The
Shadow which is MBS's one period when
it dominates the network listening picture.
Due to the fact that Helbros, the sponsor,
wasn't convinced that 2:30 p.m. was as
good as 5:30 p.m. and the fact that the
NBC period would cost $8,917.24 for the
half hour, which was considerably above
what he was paying MBS, the watch
manufacturer stayed just where it was.

Availability of a "new" audience is
always a potent reason for a network
shift. It's a lure that doesn't always
work out. Any recap of shifting sponsors
indicates that the more itching the feet
the more likely the exit of the advertiser
from the medium. Out of a list of 50
sponsors that shifted networks since 1944,
19 are no longer using broadcast adver-
tising. The more frequent the shift the
more apt the advertiser to shift — off the
network air. Among the shift from net-
work-to-network-to-off the networks and
frequently off the air entirely are:

J. B. Williams Co.
Owens-Illinois Glass Co.
Allegheny-Ltidliim Steel Corp.
Maryland Pharmaceutical Co.
Textron, Inc.
Chef-Boy-Ar-Dee. Inc.
Chas. E. Hires Co.
Time, Inc.
Household Finance

W"n -

TO REACH ATLANTA
HOUSEWIVES

The Maggie Davis show 2:00 to 2:30
Monday through Friday features our Mag-
gie with les Henrickson as relief. The gal
features local and national news with the
woman's slant, has a wide knowledge of
home economics, meal planning, nutrition,
child care; also, fashions "with the light
touch." tes handles roving mike interviews
with studio audience, supplies the male
angle on food, fashions, general topics.

This is the only established woman's par-
ticipation program available in Atlanta for
national advertisers.

Maggie is now keeping company with
such famous names as: Celanese Corpo-
ration, Chase & Sanborn,
Canada Dry, Fleischmann'j
Yeast, Welch's Grape Juice,
Modern Ice, Yodora, Ladies
Home Journal and others.

For further information
call Headley-Reed Company
todav.

ABC

IN ATLANTA IT'S

WCON

THE ATLANTA CONSTITUTION

STATION
5000 WATTS 5 50 K.C

DECEMBER" 1948

4 LMG-WORTH

MIKE
MYSTERY"

4l%ki$k

Charles Moore, clad only in pajamas, sat
on the edge of his bed, his head bowed
in grief. In a choked voice, he told
Homicide Lieutenant Evans his story.
Through the open connecting door lead-
ing to his wife's room, the strangled
body of Myra Moore was visible among
the tangled blankets on her bed.

"J awoke from a sound sleep," Moore
said, "and heard my wife Myra scream-
ing. 1 didn't hesitate even long enough
to turn on a light. With Myra's screams
still ringing in my ears, I rushed into
the living room, just in time to inter-
cept a man as he came dashing out of
her room. 1 tackled him in the darkness,
but he knocked me out and escaped."

Lieutenant Evans shook his head. "Mr.
Moore," he said, "you're lying. Two
points in what you've just told me prove
as much. I'm arresting you on suspicion
of murder."

(Solution below)

"Mike Mystery" is a feature of a 15-minute
transcribed music and mystery show avail-
able 5 times weekly for national, regional
or local sponsorship on 600 Lang-Worth
affiliated stations. For full information,
contact your station or its representative.

LMG-WORTH

feature programs, inc.

113 W 57TH ST. NEW YORK 19, N. Y.

THE SOLUTION

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EH33EH]

"Mike Myiterlei" are protected by
copyrlfht Anyone makint use ol this
n any manner without permission ol Lanj Worth
able to prosecution

luture

Future Propanu, Inc., It

Union Pacific Railroad
Lockheed Aircraft Corp.
Welch Grape Juice Co.
Joseph Tetly & Co., Inc.
C. B. Mueller Co.
Prince Matchabelli, Inc.

Some of the sponsors have shifted to
selective radio, others to TV but the big
majority have just shifted off the air. In
most cases they didn't know what they
wanted from broadcasting and in addition
didn't know how to go about finding out.

Firms like Prince Matchabelli, used
NBC, CBS, and ABC before exiting from
broadcast advertising. Others used just
two chains before calling it quits.

Not every firm that plays the field
finally exits from broadcast advertising.
Goodyear Tire & Rubber Company for
instance during the past four years has
been on all four networks before settling
down to its current The Greatest Story
Ever Told on ABC. It was off the air for
a number of years before it was sold on
the idea of reaching the great "Bible belt"
of America through this non-sectarian
series based upon the Bible.

Programs frequently cause sponsor
network shifts. CBS didn't feel that
Those Brewsters was a good program for
Columbia, and Quaker Oats, happy with
the vehicle, took it to Mutual. When
Quaker Oats finally decided to drop Those
Brewsters and shift to Roy Rogers it
stayed on at MBS. The Sheriff wasn't
judged up to snuff by CBS and so the
Pacific Coast Borax Company took it to
ABC. These shifts were made because
the sponsor thought that his program was
reaching the type of audience it desired
and couldn't be sold by the network that
it was on that the program wasn't right.

Sponsors are also shifted because of
star preference for a specific network.
When Ed Gardner first brought Duffy's
Tavern to the air (March 1941) it was on
CBS for Magazine Repeating Razor
Company (Schick razors) on Saturday
nights 8:30-8:55 p.m., not a very good
hour. Gardner plumped for a better time
and the following season won Thursday
8:30-8:55 p.m. with the same sponsor.
The next season he shifted to the sponsor-
ship of General Foods and Tuesday from
9 to 9:30 p.m. From General Foods he
went to Bristol-Meyer, his present spon-
sor, and ABC on Tuesdays at 8:30-8:55.
He stayed at that hour for two seasons
but he always had his eyes on the net-
work on which he claimed "comedians
attained the best ratings" NBC. Finally
in September 1944 he landed a Friday
night 8:30 p.m. spot on that chain. Fri-
day, before this season, hasn't been too
good a spot on NBC and so Gardner kept
looking for a better comedy night and
now is heard in a humor block on Wednes-

KMLB

KEY TO RICH
NORTHEASTERN
LOUISIANA
MARKET

• MONROE
LOUISIANA

4P ■

FACTS-

*KMLB serves a 223 million
dollar market encompassing
97,410 radio homes — all with-
in KMLB's one milevolt con-
tour. In area this includes
17 parishes in northeastern
Louisiana and 3 counties in
Arkansas.

*BMB report.

5,000 WATTS DAY
1,000 WATTS NIGHT

AFFILIATED WITH

American Broadcasting Company

Represented by

Taylor-Borroff & Company, Inc.

SPONSOR

Baltimore
Television

means
WMAR-TV

As MARYLAND'S
pioneer television station,
WMAR-TV consistently cov-
ers an area from Washington
to Wilmington. (Del.), and
from Pennsylvania to the
Potomac.

The peerless propagation of
Channel Two carries programs
from TWO major networks,
via the television station of the
Sunpapers of Baltimore to
televiewers in the Chesapeake
basin area. WMAR-TV's own
coverage of political cam-
paigns, sports and special
events— civic, patriotic, and
cultural— is unequaled in this
rich, productive area.

Represented by

THE KATZ AGENCY

INCORPORATED

ATLANTA ■ CHICAGO ■ DALLAS

DETROIT ■ KANSAS CITY ■ LOS ANGELES

NEW YORK ■ SAN FRANCISCO

day (9-9:30 p.m.). His sponsor went
along with him, for lie has delivered on a
low cost-per-point basis from the begin-
ning. Gardner isn't unique and there are
other stars who consider the proper spot
on the right network as important to
them as the pay check.

The Ford Theater shifted from NBC
(Sunday 5-6 p.m.) to CBS for two rea-
sons. First a good 60 minutes wasn't
available for Ford on NBC. It was hoped
that the NBC Sunday afternoon spot
would deliver the audience but Ford was
bucking a habit of listening which gave
Mutual the edge during that period and
Sunday afternoon isn't the ideal time for
an hour-long drama. Besides, CBS con-
sistently has delivered a better audience
for plays than NBC having established
itself with "good theater" almost from its
founding when Arabesque brought top-
flight audiences to the then infant web.

The most successful sponsors make the
fewest network changes. There are ex-
ceptions to this rule as witness the con-
densed milk company and others men-
tioned previously in this radio chess game
saga. Big sponsors nevertheless will shift
programs from network to network after
they feel their vehicles have sold all the
listeners available at one hour of the day
over one network. (A report on Why
Sponsors Change Programs is a future
study which will appear in these pages
shortly.)

One reason why big sponsors don't shift
can be traced to a matter of discounts
(dollar volume, contiguous programs, and
frequency) . To move a program from one
network to another in a number of cases
would double the cost of the program for
the sponsor. [This is because of the fact
that a move could place a sponsor in a
different discount bracket and break up a
block of contiguous programs. There is
also the factor of sacrificing the habit of
listening which programs develop.

Sponsors change networks for many
reasons but an analysis of over 100
changes proves that the successful changes
are those to a better time slot in a block
program sequence. Even these have been
known to be unsuccessful unless sponsor,
agency and new network work to promote
and publicize the change.

Sponsor shifts on networks are a big
business — for other media. When Ameri-
can Tobacco Company shifted to Jack
Benny and NBC they agreed to spend
$250,000 a year publicizing the fact. Re-
cently a network offered a sponsor on
another network a $225,000 newspaper
advertising campaign if he shifted a
program.

All shifts must be made in high. * * *

The
music
pours forth

in
Spillville

(IOWA)

A northeastern Iowa village of
500 people, Spillville is widely
known as the summer home of
the famous composer, Antonin
Dvorak. In this fertile farming
area he found inspiration for
many beautiful melodies.

WMT also makes sweet music in
Spillville — and in a thousand
similar communities in WMT-
land. With Iowa's stupendous
bumper crop, Iowa farm income
will reach new peaks this year.
And WMT's listeners will have
more money than ever to spend
with WMT advertisers. Ask the
Katz man for full details.

-**WrSC.

CtCvAXN^v^CSfO&.S^. •

WMT

CEDAR RAPIDS

5000 Watts 600 K.C. Day & Night
BASIC COLUMBIA NETWORK

DECEMBER 1948

SPONSOR
SPEAKS

TV Danger Ahead

Television, which may yet turn out to
be a model of self-regulated good taste, is
currently in need of taking stock of itself.

The signs point to danger. There's
growing awareness, by sponsors, broad-
casters, and viewers, of a risque quality to
many telecasts. The big-time night club
favorites aren't above slipping in a fast
one or two via the new medium. If they
aren't challenged, objectionable refer-
ences, gestures, and gags are bound to
iiu rease.

The problem isn't confined to the stars.
One irate TV station manager reported
that he finds it necessary to check re-
hearsals of his one-night-stand enter-
tainers (frequently engaged via booking
agents) with an eagle eye and flapping ear.

Television, with its many virtues, lends
itself readily to much that is unpalatable
in the home. A broadcaster recently
stated that the dance routine required of
a four-year-old offended him and his
family.

The line of demarcation separating de-
sirable and undesirable is very faint.
Without a TV code of ethics, there's grave
danger that some time within the next
year or two the public will demand regu-
latory action.

We prefaced all this by saying that TV
"may yet turn out to be a model of self-
regulated good taste." There's no reason
to think otherwise. For television falls
heir to the fruits of years of study involved
in two effective and pertinent codes — the
Motion Picture Producers and the Broad-
casters.

It's up to TBA or NAB, or both, to get
busy.

Live Programing

The time has passed when it matters by
what electronic method a program is
brought into the home. The success of
the Bing Crosby program over ABC is of
course a classic example of the fact that
transcribed programs can reach a better
than normal network audience. Both
ABC and MBS have a number of pro-
grams which are transcribed or wire re-
corded before being transmitted and there
is no difference between reactions to enter-
tainment on platters than there is to that
sent forth live on the chains.

From the very outset, TV has elimin-

ated an>' antipathy to film, television's
equivalent to recorded programing. Early
ratings indicated that film ranked high
among viewing habits, despite the Grade
B and C film features which were scanned.
Film today is an important part of TV
programing. It therefore makes very
little sense to refuse to accept recorded
programs for one broadcast medium and
to accept them for another.

CBS has broken its unwritten rule for
the daytime commercial program, What
Makes You Tick and WCBS, its New
York outlet, has accepted (see Mr. Spon-
sor Asks) the new transcribed Bing
Crosby program. Plans for CBS summer
programing call for many e.t. programs.

NBC's new summer ideas also call fo r
transcribed repeats of top winter pro-
grams, so that even the senior network is
recognizing that if the program is tops,
recording won't tear it down.

However, the use of transcriptions must
never be permitted to become so preva-
lent that they completely eliminate live
programing. Broadcasting's immediacy
must not be replaced with 100 r ( ' plattered
shows. Sponsors must continue to be
made aware that live programing, both
local and network; is the lifeblood of
broadcast advertising. Station and net-
work program managers must not be
made, as they are in the motion picture
industry, the glorified janitors of enter-
tainment.

The feeling of the listener that "I am
there" mustn't be eliminated from the
advertising medium that reaches the
nation.

Applause

Pilot and WABD Help TV

Two major contributions to speeding
the growth of TV as an advertising
medium were made during the past few
months. They were in no way connected,
yet they both contributed to increasing
television's audience.

The lust contribution was the WABD
(N. Y.) scheduling of programs for a full
daj from earl) a.m. to after 10 p.m. It
seemed at first blush to be a risky gesture
foi the DuMont station to staj on the air
throughout the day, and one that would
cost 1 1 1. pioneer New York telecaster sub-
stantial sums of money. It didn't turn
out that way. The operation, before the
end ol the first month, was in the black.

It also seemed that it would take a

comparatively long time to get the TV
audience to learn that there was a station
on the air from sunup to sundown plus.
This also proved incorrect. Viewers were
very quick to learn that there was some-
thing to see and hear on the daytime air
and they have been tuning to WABD in
substantial numbers. Just as DuMont
speeded up the return of TV to the air
during the war, just so is it forcing sta-
tions throughout the nation to recognize
that daytime TV is here now. True, the
level of WABD's programing isn't woi Id
shattering. In many instances it's con-
siderably short of passable visual enter-
tainment. That's not half as important
as the fact that the break has been made
and regular daytime TV has arrived.

The second major contribution is Pilot
Radio's. Pilot has produced a TV re-
ceiver selling at $99. SO that's easy to tune,

requires a minimum of installation and
with an assist of a magnifying lens delivers
a picture large enough to be enjoyed by
many people. The Pilot $99.50 television
set is light enough to be picked up in the
ami and carried around the house. It's as
simple to tune as the average radio re-
ceiver. Both the sound and the picture
are clear. It has broken through the $400
price range for TV sets that has held back
mass buying of receivers. It's not a sub-
stitute for a large screen set, but it must
always be remembered that millions of
homes listen to radio on portable sets and
have no other receivers in the home. It
takes a $99.50 midget TV set to convert
this audience to the visual medium. Pilot
has delivered the set.

To WABD and Pilot, the sponsors of
the nation owe a deep bow for hastening
the arrival of national-TV day.

SPONSOR

Where else in America?

- >j< Not the north — not the
south! Not the busy indus-
trial east nor the farm-rich
middle west can really mir-
ror our land in all its varied
aspects. But there is one area, embracing
parts of all these places, which does. It's
WLW-Land — a true cross section of the
country.

Where else in America could you
hope to find so perfect a proving ground
for new products and new ideas?

In WLW's Merchandise-Able Area
are 330 counties comprising parts of
seven states. Nearly 14 million people
live here. Some are wealthy, some are
poor. Some live in great cities, some in
liny villages. Some work in factories,
some own farms. When you know how
these people will react to your product,
your package, your selling appeal —
you'll have a good idea how consumers
everywhere will respond.

And you CAN know through WLW ;
for this great radio station covers the
area as a network covers the nation. It
dominates most cities but not every city.
It reaches most farms but not every farm.
You'll face this same condition else-

where throughout the country, no mat-
ter what medium or combination of
media you choose. But by using WLW
first, you can learn the answers in
advance.

WLW is particularly well equipped
to help you get the answers. Besides one
of the nation's largest and most loyal
listening audiences, WLW offers facili-
ties not equalled by any other station.
It can help you siudy the market — get
distribution — win dealer cooperation. It
can help you learn what consumers
really think about your product — your
price — your package. With manpower
to do the job, and a "know-how" pe-
culiar to its territory, The Nation's Sta-
tion stands ready to serve you in the
proving ground for America!

WLW

THE NATIONS MOST MERCHANDISE-ABLE STATION

pOnTANT

III

WESTERN
UNION

1207

JOSEPH L. EGAN

PRESIDENT

SS^bSm <*»»»• •*-■ " "* *~ °°

to* teW. »«'* '" *•* "^ *

ADVERTISERS, UNLIMITED.

ANYWHERE .USA. _ ^ ^ BR0AD

SS55.-5S

T1SERS FOR SPOT OR PROGRAM TIME - STOP - FOR OETA.IS - WRITE WJW
CLEVELAND FIFTEEN, 0,0. WJW _ CL EVELANDS CH.EF STAT.ON

Bill O NEIL. President

BASIC

ABC Network

CLEVELAND

850 KC

5000 Watts

REPRESENTED NATIONALLY BY HEADLEY-REED COM

P A N Y

O J>

Glass Wax: miracle in 1948— p. 30

Wholesalers' lament— p. 26

Cereals and how they're sold— p. 21

TV law: confusion plus— p. 34

°*°k

rac

Ears rfi

picture

Will our rockets have reached the moon?

Will the uses of atomic energy
be a boon to mankind?

And what about broadcasting? Will radio be
a satellite of television? Perhaps a new miracle
of air transmission will be exciting the world.

In 1960, as today, you can bank on this:
Havens and Martin Stations will be experimenting,
pioneering, and programming for
the listeners of Virginia.

Half the joy of broadcasting is vision.
Much of the rest is serving.

Watch the First Stations of Virginia in 1949 . . .
WMBG-AM, WCOD-FM, WTVR, The South's first
television station, affiliates of N B C.

WMBG am
WTVR tv
WCOD-

. ?&*/ ://„//,■„.> ,/ ty/jy/vu,

Havens and Martin Stations, Richmond 20, Va.
John Blair & Company, National Representatives
Affiliates of National Broadcasting Company

vfl

TS.. .SPONSOR REPORTS. .

..SPONSOR REPORT

SKOURAS AND ABC
STILL TALKING
STOCK PURCHASE

3 January 1949

Twentieth-Century Fox and ABC are still talking business. There is
every indication that Skouras motion picture operation will directly
or indirectly move in on American network. When and if it does,
expect some ABC capital gains gestures which will bring top Hooper
names to ABC.

END OF DISK BAN
SAVES RECORD
SPINNING SHOWS

TV TALENT UNIONS
CONTINUE EVERY
MAN FOR HIMSELF

-SR-

End of recording ban came just in time to save radio lives of
number of disk jockeys who were finding that few of them are good
enough to hold audiences with chatter and old disks.

-SR-

Talent union situation in TV is as cloudy as it was day 4-As (over-
all talent union) set up investigating committee. Radio actors
group felt it had everything under control, but one after another of
unions have kicked over applecart. No talent group is willing to
give up TV jurisdiction.

-SR-

Income from station representation is important to networks.
They'll not give up this part of their business without fight.
Independent association of station representatives made good case
against chains before FCC, but battle has only begun.

-SR-

By 15 June, CBS expects to be most powerful network in broadcasting
history. It will be roughly 40,000 watts more powerful than NBC
at night and have 58,000 watts more oomph in daytime. These figures
do not take into count wavelengths (position on dial) and other
factors not measured by FCC authorized power.

-SR-

MARKET RESEARCHER Indicative of what some firms feel about market research is election

WEBS WANT THEIR
REP BUSINESS
TO CONTINUE

CBS PASSES NBC
IN POWER NEXT
JUNE?

HEADS McCANN-
ERICKS0N

of Marion Harper, Jr. , to presidency of McCann-Erickson during
•second week of December. Harper is second president of agency which
has been headed by H. K. McCann since its founding in 1930. Many of
McC-E accounts have clauses in contracts calling for special research
services. Agency has been figure and fact minded since inception.

-SR-

INSTALLATION Problem of high annual consumer service charges for TV sets is hold-
AND SERVICE COSTS ing back many purchases, retailers report in confidential survey
HOLDING BACK TV conducted by lesser TV manufacturer. "When installation and service

charges are more than cost of an adequate AM radio-phonograph com-
bination, they stop buyers dead," is way big radio-TV dealer
phrased it.

SPONSOR, VoL3. No. 3. 3 January I9',9. Published biweekly by Sponsor Publicatio.ru Inc. Publication offices: 5800 V. Marcine St.. Philadelphia if. Pa. Adrertisiruj. Editor-
ial, and Circulation offices. i0 W. 52 St., New York 19. N. Y. Acceptance under the act of June 5. I93'i at Philadelphia. Pennsylvania, authorized December 2. 19'i7

3 JANUARY 1949

REPORTS. . .SPONSOR RE PORTS. .. SPONSOR H

COLUMBIA (S.A.) Indication of what record companies and Petrillo (AFM) seek in U. S.
TAXES DISK-PLAY- as levy against broadcasting stations playing home recordings, is
ING BY STATIONS Columbia (S. A.) tax on playing of records by broadcasters. Every

time station plays disk, it pays 3 centavos to government which in
turn pays royalties to recording companies and composers.

-SR-

December saw 1,000,000th post-war TV receiver come off production
line of members of Radio Manufacturers Association. RMA represents
great majority of all radio and television set manufacturers.

-SR-

Need of aggressive advertising by package-goods manufacturers is
indicated by consistent decrease of counter (service) grocers. In
1939, 45% of independent grocery and combination stores had sales-
men. In 1949, it's estimated that only 10% are not self-service or
semi-self-service. Products in self-service stores must be ad sold.

-SR-

AIR ADVERTISING Broadcast advertising will not decrease in 1949, according to esti-
INCREASE EXPECTED mates of industry statisticians. Virtual exodus of Standard Brands
IN YEAR 1949 and a few other network advertisers will be balanced by greatly in-
creased automotive, drug, and insurance advertising. It's also ex-
pected that SB will be back on air before end of year when a new
approach to using air time comes forth from new agency for account.
Increase in broadcast advertising does not include TV expenditures.

TV SET PRO-
DUCTION PASSES
MILLION MARK

GROWTH OF SELF-
SERVICE FORCES
PACKAGE GOODS
ADVERTISING

BENNY IS GOOD
IN THIS T0WN-
AUTRY'S BETTER

RATING BATTLE
CONTINUES HOT

CONTINENTAL MAY
BE FIFTH NETWORK

-SR-

How local listening habits differ is indicated in town below Mason
Dixon line. CBS station in area wasn't particularly happy it was
getting Jack Benny after 2 January. Gene Autry competing with Benny
over this station regularly topped J. B. by 4 to 5 Hooper points.

-SR-

Battle between NRI (Nielsen) and Hooperatings continues hot and
heavy. NBC has signed U. S. Hooperatings and both services have
signed number of important agencies and clients. Hooper has in-
creased diary sample and Nielsen is installing new Audimeters. With
listening habits changing this year due to switch in network pro-
graming, it is more important than ever for industry* to have rating
service on which advertiser, agency, and broadcaster^ agree . CBS is
said to have signed to pay S3, 000 per point it doesn't gather with
Benny, based upon previous Benny ratings. If Hooper and Nielsen
ratings don't agree (and they probably won't) it's hoped that con-
tract is very specific on what CBS pays off. (Benny has for years
lived and suffered with his Hooperatings.)

-SR-

Continental FM-Network is moving more and more in direction of being
network first and FM (except as interconnection facilities) second.
It's also following TV network policy of using transcriptions (in
this case tape recordings) to service non-connected affiliates. Thus
far AT&T hasn't decided to fight Continental as being "unfair to
telephone lines."

SPONSOR

Babson's "Magic Circle" Prove* Our Claim...

KCMO's Mid-America is TVfale of Market!

KCMO's Mid-America, located completely within the "Magic Circle,"
has always been a big market — and it's getting bigger and bigger!
For radio coverage in the "Magic Circle," you need KCMO's one-
station blanketing of Mid-America. 213 counties inside KCMO's
50,000 watt measured '/2 millivolt area — listened to in 466
counties in 6 "Magic Circle" stotes (gray counties on map). Center
your selling on KCMO, Kansas City's most powerful station for
Mid-America, in the "Magic Circle."

KCMO

. . . and KCFM 94.9 Megacycles

KANSAS CITY, MISSOURI

Basic ABC Station for Mid-America

ONE station • ONE set of call letters
ONE rate c a rd • O N E spot on the dial

"Richest in time of peace, safest in time of war," says economist
Roger Babson about the "Magic Circle" area! And, Walter Bowers,
Secretary, "Mogic Circle" Development Conference, adds, "The
annual income of the 'Magic Circle' has increased in ten years
from six to sixteen billion dollars. Bank deposits have gone up in
some parts of the 'Magic Circle' as much as five hundred per
cent. Land values have doubled and tripled. The 'dust bowls' of
the 20's and 30's have become the boom bowls' of the forties!"

50,000 WATTS DAYTIME -Non-Directional

10 # 000 WATTS NIGHT-af 8io (cc

National Representatives

JOHN E. PEARSON COMPANY

OneVoesNriMid'Atnetiw

3 JANUARY 1949

#..

I mu

0& ^

SPONSOR REPORTS

40 WEST 52ND

ON THE HILL

MR. SPONSOR: G. VERNON COWPER

PS.

NEW AND RENEW

CEREALS AND HOW THEY'RE SOLD

THE PETER PAUL FORMULA

WHOLESALERS' LAMENT

DOWN TO EARTH

GLASS WAX: MIRACLE IN 1948

RADOX RESEARCH

TV LAW: CONFUSION PLUS

SELECTIVE TRENDS

TV RESULTS

MR. SPONSOR ASKS

CONTESTS AND OFFERS

4-NETWORK COMPARAGRAPH

APPLAUSE

SPONSOR SPEAKS

1
4
6
12
14
17
21
24
26
28
30
32
34
36
40
44
52
59
78
78

■ I bi-wcckl) bj sponsor publi.

cations inc, Executive, Editorial, and Advertiaini

Mew York 18, N. V. Telephone: Plaza

Chicago Office: 360 N. Michigan ivenue Telephone:

Offio ''- 1111 North Marrini

Street, P II, Pa Subscriptions United States $8 a

inada SO. Singli copii 60c Printed in U S A Copj

righl 1949 SPONSOR PUBLICATIONS INC

i Publisher: Norman K Glenn. Secretary-

I mi. < 'ouper Glenn. I r: Joa ph M. Kochler

, : es Sinclair, James

tella Brauner. Art Directoi Howard Wcchaler.

i J. Blumcntl mg Do-

portment rial I (Chicago Manager]

Dun an I r Co., 448

Hill Sir' I Co., Mills BIdg.

Cirrulation Manager: Milton B i

COVER I'll i i mi admires his billing in hunts

in front of ('I)S':. Hollywood Playhouse.

40 West 52nd

WRONG TOWN

In looking over the December issue of
sponsor, I was ten ifically shocked to note
on page 28 you carried a picture of our
homespun philosopher and listed WIBW
as Wichita.

Ben Ludy
General Manager
WIBW, Topeka

f Reader Ludy is hereby thanked for halting
SPONSOR'S attempt to relocate one of the mid-
west's most popular outlets.

SCHWERIN LOST NO CLIENTS

We noted with surprise the statement
in your December issue ("Sponsor Re-
ports," page 2) that qualitative radio re-
search organizations "signed no new con-
tracts during November, and in several
cases lost clients."

Schwerin Research Corporation is doing
far and away the biggest volume of such
work, and the above statement, if true,
would reflect on us. We don't know what
the experience of others in the field has
been, but in November we (a) signed a
new contract with the National Broad-
casting Company covering the year 1949
and (b) signed contracts covering four
major network programs and their com-
mercials. As far as the second half of the
statement goes, we have lost no clients, in
November or in any other month.

I trust you'll bring these correct facts to
the attention of your readers. The num-
ber of people I've had to straighten out on
the facts of this situation is testimony of
how much sponsor is read and believed
throughout the industry.

Horace S. Schwerin

President

Schwerin Research Corporation

New York

FARM YOUTH AND WTIC

We were pleased to find the picture of
our Farm Program Director, Frank At-
wood, on page 44 of the November issue
of sponsor. Your articles on farm
broadcasting have been interesting and, I
think, important. This is a field where
radio can do an outstanding public
service job and effective selling for com-
mercial sponsors.

Station WTIC has an early morning
farm show, the WTIC Farmer's Digest,
6: IS to 6:54, Monday through Sat rday,
(Please turn to page 8)

I LANG-WORTH

MYSTERY"

/> '

Tlie (> of the
$liiyeiln(| Corpse

The woman lay crumpled in the snow
in an alleyway between tall buildings.
Although it was bitter cold, she wore
no coat, and the only objects near her
lifeless body were one of her shoes, the
laces still neath tied, and her hat. which
looked as fresh and new as though she
had bought it only moments before.

The young Irish policeman, who had
discovered the body, scratched his head.
"I'd say it"s a case of hit-and-run driv-
ing." he said to Homicide 1 ieutenant
Evans, "only there's no tire tracks. May-
be some hoodlum blackjacked her and
took off with her coat and purse. What
do you think'"

Lieutenant Evans said, "No, this is
suicide Three clues prove that beyond
a doubt."

" \iu\ what may they be?" asked the

cop.

{Solution be/ow)

"Mike Mystery" is a feature o(a 15-minute
transcribed music and mystery show avail-
able 5 times weekly for national, regional
or local sponsorship on 600 Lang-Worth
affiliated stations. For full information,
contact your station or its representative.

UK-WORTH

feature programs, inc.

113 W57TH ST. NEW YORK 19, N. Y.

THE SOLUTION

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K"|,l .1 '[ I I r^fl 'Mlka Mysteries'' are protected b»
i f .1 ,1 i I I t L Mr n n r ii f M Anyone makini use ol this
feature in any manner without permission ol Lan| Worth
feature Projrams Inc is liable to prosecution

Advertisers don't jump
around from station-to-station
...in Cleveland! They KNOW
where they get sales results ... by
reaching the largest audience
at the lowest (network station) rates

3 JANUARY 1949

Broadcast Economy Better Than U. S.'s

Broadcast advertising starts the new year with an economy
that's better generally than the Nation as a whole. There's no
expectation of a sizable radio recession during 1949 but the
general business index will stand still or go back a little until
April-May 1949.

Luxury Items Suffered Most Christmas 1948

Reports from the Hill indicate that luxury items suffered
most in the 15%-or'Under Christmas buying of 1948. This
indicates that most industries, except "necessities," will revise
their ad budgets for this year. Even the so-called "low-cost"
foods will have to resell the consumer on using them instead of
higher-cost standard eatables. Public pressure, it is expected,
will force government action which will enable farm foods to be
sold under "support" levels. This will keep both the farmer
and public happy. It's going to take some fancy federal book-
keeping however.

New Auto Lines in Fall 1949

Automobile backlog is tapering off. New "used cars" no
longer are bringing sizable premiums and older cars are settling
down to "blue book" prices instead of the fancy premiums
which they brought in 1947-48. New lines will be out this fall
and with the new lines will come intensive broadcast advertis-
ing and general advertising campaigns. There was compara-
tively little competitive advertising in 1948 but there'll be
plenty in 1949 with no holds barred. Kaiser-Frazer will be
accepted as competition by rest of industry with K-F announc-
ing a new car in the low price range which will force Ford to
forget its quality appeal to fight for the low price market.
General Motors will also get into the fight somewhere and will
use considerable airtime and advertising space to tell its
Chevrolet story.

Better On the Hill Radio Coverage

Washington's network reporters will be given some help
during 1949. In the past, these voicers of what is happening
on the Hill have been forced to rely on unofficial legmen who
were actually publicity men with something to sell. In return
for a possihk plug for their favorite client, seldom actually re-
quested, they acted as the eyes and ears for network commen-

tators. Now chains are considering budgets which will give
their D. C. editors money for researchers. It's long overdue-

"Freedom of the Air" Appeal Is Liked

While Justin Miller, president of the National Association of
Broadcasters, hasn't handled everything to the satisfaction of
the members of the association which he represents, he has
handled the "freedom of the air" issue so well that many of
them are willing to forget his "messing up" the industry code
operation. The code is supposed to be practically 100 c ( opera-
tive starting January of this year, but it's already admitted
that it will be more breached than obeyed. Judge Miller's
problem is when to be tough with his own members and when
to forego the whip. "Freedom" has carried him over the
rough spots.

A New Twist to Increased Postal Rates

Increase in postage rates, which will come up again in the new
Congress, will have a varied backing. One off-the-record plea
for the new rates will be that they may actually permit an
eventual return to lower rates through efficient advertising on
the air and in the press. One of the assistant postmasters
points to the accomplishments of Canada which has saved
hundreds of thousands by practically eliminating the Holiday
peak through advertising. The pre-Christmas Canada mail
peak is around December 18 with the bulk of the mail delivered
before December 24. It's a new twist— this "increase the rates
so that we can reduce them later," but it may work.

Anti-Antitrust Advertising?

Expect increased public-informational advertising by milk,
dairy products, baking industries and food chains. These and
many other industrial groups will be among those hit by the
40 antitrust cases reported on the agenda of the Department of
Justice antitrust division. Since the department may ask for
higher penalties, including six-month jail sentences and $50,000
fines, managements in the threatened industries are planning
counter measures in the form of good-will advertising. Build-
ing materials, textiles, telephone equipment, radio and tele-
vision receivers are all under Department of Justice eyes at
present. Fact that most TV sets of equal ability are priced
within a dollar of each other hasn't helped the radio industry.

Undistributed Profit to Be Hit

Labor will start using the air this Spring to point the finger at
the fact that only 35% of corporate profits were distributed in
1948. Some corporations can explain the reason for this but
others are just playing it safe, at the expense of stockholders
and labor, say labor economists. Extra tax on undistributed
profits may result from labor's campaign.

RCA Chairman Sarnoff Expected to Work on NBC

NBC's losing a few key accounts and programs will force that
network eventually to accept an overhauling with RCA's chair-
man of the board, David Sarnoff in charge. With Frank
Folsom (SPONSOR Reports, November 1948) in command of
RCA's manufacturing activities, Sarnoff will devote a solid
percentage of his time to NBC. The result will be healthy for
all broadcast advertising.

SPONSOR

III in'xi issue: "Outlook" a now SI*0>SOII font lire

MORE THAN HALF THE NATION'S STEEL
IS PRODUCED IN THIS WWVA AREA

A FOUR-STATE AREA RICH IN OPPORTUNITY

Hard steel and soft coal combine to make this
WWVA-land a solid market for alert adver-
tisers. It's a land rich in people — more than
eight million of them; it's rich in retail sales
— nearly $4^2 Billion Dollars Annually; it's
rich in potential — every day more industries
are surveying the area to locate nearer their
supply sources.

This four-state area that makes WWVA-land
includes Eastern Ohio, Western Pennsylvania,
West Virginia and Virginia. From it come
more than half the nation's steel, more than
half the nation's bituminous coal. You can
reach it with one station, one cost, one
billing— with WWVA. An Edward Petry Man
can tell you more about this land of opportunity.

wwm

50,000 WATTS--CBS--WHEELING, W. VA.
NATIONALLY REPRESENTED BY EDWARD PETRY & CO.

National Sales Headquarters: 527 Lexington Ave., New York City

3 JANUARY 1949

YOU MIGHT GET A 425-
POUND WHITETAIL
DEER -

BUT...

YOU NEED

WKZO-WJEF

TO MAKE

A KILLING

IN WESTERN MICHIGAN !

If you're shooting for higher sales in Western Michigan
via radio, you've got to use nearby or home stations to tell
your story effectively!

Here's the reason: Insofar as radio reception is con-
cerned, Western Michigan is unique. We have a definite
and distinct "wall of fading" around our area that almost
completely prevents good reception of outside stations, no
matter what their power. Consequently, people in Western
Michigan keep their radios tuned almost exclusively to
near-by outlets; seldom even try for faraway stations!

Of all the stations in Western Michigan. WKZO, Kala-
mazoo, and WJEF, Grand Kapids do the most economical
and effective job. Economical, because these two stations
have an exceptionally attractive combination rate. . . .
Effective because the January-February Hooper shows that,
for Total Rated Time Periods, WKZO has an amazing
55.8% Share of Audience and WJEF a solid 2.'{.1', in their
respective cities!

Lei us or Avery-Knodel. Inc. jji\c you all the facte you
need about Western Michigan. NOW?

* Albert Tippett fioi one that size, near Irani Lake, Michigan.

WJEF

J fat in KALAMAZOO jfodt in GRAND RAPIDS

■nd GREATER WESTERN MICHIGAN

(CIS)

AND KENT COUNTY

(CIS)

BOTH OWNED AND OPERATED BY
FET2ER BROADCASTING COMPANY

Avery-Knodel, Inc., Exclusive National Representatives

tO West 52nd

(Continued from page 4)

that has at least two newsworthy angles.
It is one of the few service-type farm
programs that has full commercial spon-
sorship. As a part of our farm service, we
have launched the $20,000 WTIC Farm
Youth Program to help boys and girls
acquire purebred breeding stock.

The Clark Farm Equipment Company
of Hartford, manufacturers of Clark
Cutaway Harrows and wholesale dis-
tributors of several other lines of farm
equipment, took on the complete sponsor-
ship of the Farmer's Digest in February of
this year. The Clark Company has five
minutes of commercial time each day,
usually divided into five one-minute an-
nouncements, for different items of equip-
ment. Commercial copy is furnished by
an agency with the understanding that it
will be revised by the farm director to
make it fit smoothly into the farm news of
the day and other features of the program.

As a wholesale distributor, the Clark
Company brings in frequent mentions of
retail dealers throughout its territory,
adding local interest to the commercials.

Station WTIC retains full control of the
editorial content of the program, the only
way that a service program can operate,
we feel, under a sponsorship arrangement.

The WTIC Farm Youth Program was
developed by the station in co-operation
with the 4-H Clubs, the Vocational Agri-
culture teachers, and the breeders of pure-
bred livestock in our area. The station
set up a revolving fund of $20,000, which
is used to buy purebred dairy and b eef
heifers, which are consigned to selected
4-H Club boys and girls or to Vocational
Agriculture students. The youngster
becomes co-owner of the calf with Station
WTIC and signs a note for the purchase
price payable, without interest, in two and
one-half years. The breed associations
select the calves and determine a fair pur-
chase price. The 4-H Club agents and the
Vocational Agriculture teachers supervise
the care of the animal. Our objective is to
encourage farm youth to build their own
herds with good foundation stock. Since
May 1, we have purchased thirty-eight
annuals, and we are enjoying the finest
co-operation possible from all concerned.
We believe this project is unique, and we
believe also that it will have far-reaching
results in encouraging young people to
become farm operators.

Walter Johnson
Assistant General Manager
WTIC. Hartford

SPONSOR

REPEATED RENEWALS

PROVE

• • •

I HIS powerful array of smash-hit, public preferred, sponsor-approved Ziv shows
is terrific "box office" — delivers the audience! Sensational sales builders for result-
minded sponsors, they're tops in production, tops in showmanship, tops in Hooper
ratings, tops in pulling power for sponsors and stations! ^^

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renewals! Many other ZIV programs are avail-
able — for every type of sponsor — to meet even
selling and promotional requirement: EASY ACES,
SONGS OF GOOD CHEER, MANHUNT, Uf
NING JIM, PARENTS' MAGAZINE
^BEAREST MOTHER, CAREER oP(i| ^%!AIR
0RBIDDEN DIARY, SPARKY AND Dll i, BEYOND
REASONABLE D(

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I NVE STIG ATE

WDEL

WILMINGTON

DEL.

WGAL

LANCASTER

PENNA.

WKBO

HARRISBURG

PENNA.

WORK

YORK

PENNA.

WRAW

READING

PENNA.

WEST

EASTON

PENNA.

Represented by

SPM ROBERT MEEKER

Eg~ A S S O C 1

A T E S

J^$ New York

Chicago

^V^MI San Francisco •

Los Angeles

Clair R. McCollough
Managing Director

STEINMAN STATIONS

Mr. Sponsor

i». Vernon (owper*

In charge of Advertising and Sales Promotion
Bates Fabrics, Inc., New York

There was no previous Bates Fabrics' advertising history for Vernon
Cowper to absorb when he was hired, "you-all" accent included, by the
thoroughly Yankee firm in 1930. There simply wasn't any Bates adver-
tising. The tall, easy-going North Carolinian had to start from scratch.
His first assignment was that of promotion man for a 1930 change in the
Bates distribution. The following year Bates began to advertise in trade
papers, and Cowper's department expanded rapidly from the original
battered desk-and-telephone operation. In the following 18 years, Bates
spent ever-increasing amounts for advertising (mostly color pages in class
magazines). Cowper now runs a department that includes everything
from artists to a complete motion picture crew.

Bates Fabrics, largest U. S. producer of combed fabrics, sells a product
that lends itself best to visual advertising. In 1947, using magazines and
newspapers, Bates sold 136,296,041 yards of fabrics and did a gross
business of $63,755,537. Bates has felt that radio could never tell their
sales story and so has never used it nationally!. But, the combination
of Bates and television was as natural as ham and eggs. With a visual
product to sell, a background of producing fancy retail fashion shows, and
a movie crew adept at making sales promotion films, Cowper began
looking in mid- 1948 for a TV show, found it in telegenic Kyle McDonnell
and Girl About Town. The show went before the NBC-TV cameras in
September over the "full" network. Bates expects to spend $275,000
for it, out of a $1,250,000 budget, in 1949.

Cowper is well aware of the fact that broadcast advertising works
best when it is well-promoted, both to the trade and to consumers. Bates
does a big merchandising campaign in TV cities, particularly at point-of-
sale. Cowper considers it too early to measure the sales effectiveness of
TV, but it has stirred up tremendous enthusiasm among Bates dealers
and Cowper feels that his TV advertising is holding its own well.

In Cowper's home in Scarborough, New York, the family's TV set is

on more often than it is off. Cowper's two small-fry daughters, Louise

'h and I lolly (age 6), have taken ovei completely. The moppets are

already veteran viewers and iat times) withering critics. But, Cowpei

says with a sigh of relief, the) like "daddy's shows" even the Had ones.

with his r\ program stars
'liniis uses selective ruin in \t un<- !<t it > an institutional public relations ;<>'». sponsoring n
locally produced dramatic shou called tt Do r mi Know Xfaint

SPONSOR

MTH

EI&

In the most recent survey of North Dakota
listening Columbia's affiliate, KSJB, led
all other stations by a margin of two to one. The survey
was made in seven representative counties . . . none was a
county having its own radio station.

There are two main reasons why KSJB leads the field.
They are programming and power. KSJB takes full ad-
vantage of Columbia's facilities and builds local shows to
fit the schedule. North Dakota listeners like that.

As for power, KSJB reaches out to cover the rich, c )7
county, tri-state market clearly, consistently, with 5000

watts unlimited at 600 Kilocycles. By maintaining this
power day and night they hold and build audience from
early morning until sign off time.

The listener trends, charted below, are based on 1711
calls made by Conlan Surveys in August of this year. Calls
made in Stutsman, Barnes, Griggs, Foster, Kidder, Logan
and LaMowre counties, North Dakota.

For availabilities and complete survey results see your
Geo. Hollingbery representative or write direct to Station
KSJB with studios in Jamestown and Fargo, North Dakota.

6:00 6:15
P.M.

6:30

6:45

00 7:15 7:30 7:45 8:
M. P

00 8:15 8:30
M.

:45 9:00 9:15 9:30 9:45 10:00
P.M. P.M.

__ STATION A FAHGO

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INTER-OFFICE MEMO

Mr. Lewis Avery

jjjew developments on SPONSOR stories

From

Wallace A. Walker

Subject
Copy to

Hooper Index
Adv. Agency-

Dear Lew:

Here's one for the
book — your sales-book ,
that is !

Comparing the Evening
Index for October-Novem-
ber 1948 vs . the corres-
ponding period in '47
WFCI shows an overall
INCREASE of 46 .5% in
share of audience .

No other Rhode Island
station can make that
statement - and make it
stick!

Best regards
Wallace A. /Walker

5000 WATTS
DAY & NIGHT

WALLACE A WALKER, Gen. Mgr.

PROVIDENCE, The Sheroton-Bilimore

PAWTUCKET, 450 Main St.

Rtprestmtttivti

AVERY-KNODEL, INC.

p.s

S6CI "Weather is Commercial"
ISSUe: June 1947, page 13

How important are seasonal weather warnings in agri-
cultural areas?

It's not often that a major network outlet will drop a revenue-bringing
network show in order to do a public service job with the time slot. It's
even rarer when the network show is a five-a-week strip. But, that's
exactly what happened when NBC's Hollywood affiliate, KFI, had to
choose between carrying the frost warning forecasts beamed at the growers
of California's citrus crop or carrying Chesterfield Supper Club. Although
Chesterfield griped bitterly, and much pressure was brought to bear on
KFI, the West Coast station is still carrying the famous piping-voiced
weather comments of forecaster Floyd Young, at their usual time.

Even though KFI has a strong sense of radio's public service responsi-
bility, dropping Sapper Club was not entirely altruistic on their part.
KFI surveyed listener reaction to the problem, telling listeners that a
choice had to be made between the frost warnings and Supper Club.
According to KFI, the returns were overwhelmingly in favor of continuing
the frostcasts, with the ratio running nearly 500 to one. To the average
listener, the frostcasts mean very little. To the citrus grower, with a
million-dollar crop likely to be wiped out by frost if he isn't careful, it is
very serious business. To KFI, this meant that in this case the fruit
growers came first.

At last report, KFI and Chesterfield have kissed and made up. Chester'
field Supper Club has returned to KFI (as of 13 Decembei), after having
had a short run on KMPC, Hollywood where it landed because Newell-
Emmett, anxious to retain a Hollywood outlet for Liggett & Myers, had
bought time almost in desperation. Although all the ruffled feathers have
been smoothed over, both the agency and client have learned that many
a station takes its weather forecasting very seriously. It is more than
public service. It is a vital factor in building a station's reputation in the
community in which it has to dc business.

P.S

SeCI Those Mr. and Mrs. Duos
ISSlie: September 1948, page 53

Can radio's "Mr. & Mrs." formula be transferred suc-
cessfully to television?

The special flavor of radio Mr. & Mrs. shows can come through on tele-
vision as Ed and Pegeen Fitzgerald have demonstrated with their early
evening show on WJZ-TV. Theirs is the first regularly televised married
duo session. Instead of the typical breakfast table setting, the Fitz-
geralds move easily about a facsimile of their own living room. No one
first acquainted with them as breakfast-time voices over WJZ would fail
to recognize their favorites in action on the TV screen.

The spread of the Mr. & Mrs. formula a sure-fire audience gatherer
when properly understood and handled — is still slow, because few couples
seem to grasp the psychology that makes the formula click. In fact,
Mr. & Mrs. shows that start off hopefully with an approach of the show-
manship that appeals to one brand of escape-hungry ears are still failing
because the principals don't quite understand the listener satisfaction
they are trying to fulfill. Among the shows Sponsor last reported on,
Merry & Bill Reynolds ( WBMD, Baltimore), and Polly and Perry Martin
( WLOL, Minneapolis), are now off the air. Others are more than holding
their own.

The Johnsons (WBBM, Chicago), who were third in local popularity,
when sponsor last reported, now top the list with 24 r , of available
listeners, according to the Pulse of Chicago.

SPONSOR

it's easy.

IF YOU
KNOW HOW!

V\/ hy is it that any given radio show may go like a
house afire in one city, yet barely "get by" in another? You
(and we) knew that it's often differences in the audiences
involved.

For 23 years, we of KWKH have concentrated on knowing
our audience in this particular section. We've studied our
own and our competitors' programming, surveyed our listeners,
kept abreast of likes and dislikes. We know the type of pro'
gram that pets listeners' attention and buying action from
every segment of our audience. We "wrote the book" for
this area ^and are still editing it!

Let us tell you the whole story. It's unduplicated m the
Shreveport area.

KWKH

Texas

SHREVEPORT f LOUISIANA

50,000 Watts

CBS

The Branham Company
Representatives

A r lean so!
Mississi

Henry Clay, General Manager

3 JANUARY 1949

On Sunday, September 26th, KVOO
inaugurated a series of weekly
programs known as "Assignment
Progress''. These programs are tell-
ing the story of construction progress
on the new S5,000,000.00 First
National Bank-Sunray Oil Company
Building, in Tulsa.

Featured element in this First National sponsored program are the voices of the men who
build this structure — the excavators, steel workers, carpenters, painters, architects, con-
tractor and many others. By means of wire recording these men are interviewed on the
job and describe the work they perform. Designed to do a job of capital-labor relations
and to keep the public informed of week by week progress, the program is attracting a
large and interested audience.

"Assignment Progress", a KVOO originated program idea, is another first in a long
record of achievement! It demonstrates, once again, the kind of program leadership
which has made and will continue to keep KVOO Oklahoma's Greatest Station/

RADIO STATION KVOO

50.000 WATTS

EDWARD PETRY AND CO.. INC. NATIONAL REPRESENTATIVES

OKLAHOMA'S CREATEST STATION

TULSA. OKLA,

SPONSOR

tJANl I/O 1949

New and renew

p 2

New National Selective Business

SPONSOR

PRODUCT

AGENCY

STATIONS

CAMPAIGN, start, duration

Brown & Williamson rob * ■■ Cools
Carter Products, Inc

I)r \ W chase Medicine

( . Ltd
Chrysler < orp < hrysler I ' i v )

( rowen-CoUier Pub I ■

Dennison's Food t ■ •

General FiM>ds Corn
!*■ >-» t Cereals DiV)
General Motors t "rp

(Oldsmoblle l:iv)
North Eastern Suppl] Co

Reddi-Wbip i o

Standard Brands. Inc
Vamoose Products

\ ick Chemical Co

\ arious medical

products
Various patent

medicitn s
Automobiles

•"Colliers"'

Dennison Fix.d

Products
(.rape- Nuts

l*»4*» Futuramic
OidsmobOe

Farm suppl it g

Food products

Bluebonnet
Margarine

Household
Deodorant

Ted Bates

F. 1C. Hayhurst

nto)
NKt .inn- 1 I

kudner

Brisacher, \\ heeler

Young & Ruhicam

l> P. Brother

Peck

Ruthrauff & Ryan

Ted Bans

M (,len Miller

anncmts: Jan .«: 1 ;
Re-entering manj BsXW mkts)

- si}* 1-min e.t. spots, anncmts; Jan 3:

Medium-sin and small mkts

■strollin" Tom." 15-min e.t ■
Major Canadian n - - ed: Dec 13; l«»k<

. . ""The American Way." 5-min

Dealer-mfr campaign, natl) e.t.'s: as sched; Dec- Jan: 13 wks

1-min live. e.t. q cc:

(Limited nati campaign. 27 mk -

••Bob Garred ! " TThSat

CBS Pacif net. May add cthei 25pm. PST; Jan 6; 52 wks

W ( entral ft S. F. mkts)

i Natl can-.paiii n. all

N I mkts. farm pr_

12-20
(Western & Mm mkts)

'Station list .«<•/ a! p ■

Professor Oi-iz." iO-min
■ led : Jan 19; 13
F.t. anncmts: Dec 1 3- Jan 1: \i

wks
Live splits in panic farm shows:

Dec-Jan: 13 wks
1-min e.t. spots, anncmts: Jan 1 :

13 wks
1-min e.t. spots, anncmts: Jan .s;
N W. and F. mkts: n-.av expand

Live, e.t. spots: Jan 1 : 13 wks
Midwest mkts. ma] expand
test campaign)

25-S ■ is. anncmts: Dec 1"

s pplementii

Vick colo remedies Morse

New and Renewed on Television (Network and Selective)

SPONSOR

AGENCY

NET OR STATIONS

PROGRAM, time, start, duration

Vmerican Chicle t .■

American Stores
(Food chain)

B.idcer and Browning
„\ [ferae]

wi VI-TV. Phila.
u ( \ I - I \ N \

American 1 oba< co t o

N w [Ayei

NBC-1\ net
WMAL-T\ Wash

WBK.B. Chi.
s 11 \ 1 v.

Atlantic Refining t o

N w Vyei

NBC-TV net

Bank of America

Charles R. Stuart

kFI-l\ I \

Barbasol Co

1 ruin Wasej

t Its- I \ net

Borden Co (Cheeses)

Young & Ruhicam

WPIX, V V.

Botanj Worsted Mills

Silberstein-s toldsmitb

\vpi\ n -)

Brown .S. Williamson

1 kools)
t clomat Corp

led Bates

WJZ-TV. N >

Iraq - Kent

WPIX N. Y.

1 \ U-Scope l*\ lens)

Colgate- PalmollTe- Peel

I st>

N1U . 1 \ net

E. L. Cournand ( o

I a> ton

KTLA. L. A.

1 w alco T\ letls>

Delta Air Lines. Inc

Burke Dowting Adams

WBkB. Chi.

Disnej . Inc tllats)

Grey

NIU - I \ net

Allen B. DuMont Labs. Inc

Buchanan

WGN-TV, Chi.

General Foods Corp (Jello)

N oung ft Rublcam

NHt - l\ net

General Mills

Knox- Reel es

W VBD, N i|

i WheatJes, Biaquick etc)

General Motors Corp

( lampbell-EwaM

NBC-I\ net

( hevrolel Div |

(Oi N 1

WPIX N \

Gulf Oil Corn

> oung X Rublcam

NIU - I \ net

Lewis Howe t !o

Ruthrauff ft Ryan

WPIX N. v
WCBs- 1\ N N

Liggett x Myers

Newell-Fmmett

CBS- ]\ net

1 l hestertleldsi

Wi \1 . Phila.
WPIX N v

Motorola, Inc

( .ourfaln-Cobb

kSl P- 1 \ Minn

Austin Nichols ft t ■ ■

Alfred 1 .illy

WPIX N v

Peter Paul. Inc

Platt-Forb.s

W J / - 1 \ N \

Piel Eros. (Piel's Beer)

1 S|V

WPIX N 1

Pioneer Scientific Corp

l IV foil

ksl P- 1 V. Minn

(Polaroid TV filter)

W 1 MJ- I \ . Milw
wt.N- i\ Chi.

W J / - 1 \ N 1
W( \l - 1 \ Pbil.i

Film anncmts before Madison Square Garden events: D

thru season to Mar J
Modern Living — Kmerican Plan: TuTh .s-.C.stl pm: Nov lt>:

I .< w s -
Your Show lime (film): Fri 0-30-10 pm: Jan 21; 52 w's-
Film spots. I) t > - n)

Film spots: Dei -

I of Penna. home basketball ilames: Sat as sched: l>ec 11:

Familv Quiz; 10-min film weekly as sched; Dec 5; 13 w's.

Week in Review: M I'W IF 10-11)15 pm; Jan J: K* »ks (n)

Film spots following telecast sports: Jan ^t' -

Weather anncmts; N'tn I s . 13 wka

New York knickerbockers' pro basketball ilames; Sat nite as

sched; Not U-Mar -'.
Film s|Hits betw Ridview,**! Grove wrestling bouts: Th betw

- ■ M> pm; Jan »; 13 whs
The Colgate Theater; Mon 0-0:30 pm: Jan 3; 52 «ks (n)
Film panic weekly in wrestling bouts: Jan 5; 13 »k>

Film spots: Jan .«; 4 ws,

I of the Week; Sun 7 -20-7 -39pm ^ K ss r )

Film partic in "Chicagotand Newsreel": MTWTF as sched;

Dec h; l.s wks (n)
Vuthor Meets the Critics: ^un 8-8 MJ pm: Jan 2. ?J wks
red Steele Show; MTWTF U-i'-l pm; De« -- rks

Chevrolet I heater: Mon B-8:3t pm: Dec 27; 52 wks

Film spots: Jan 10; .' wks v n)

t.ulf Road show; Hi 0-9:30 pm: Jan t. : l« wk-

Film spots: Dec Jj: 13 wks

Film spots: Dec 22: 13 w K ,

Arthur Godfrej Show: Wed 8-0 pm : Jan 1^: 52 wl

Film spots before White Plains boxing bouts. Jan 5; 13 w^.

New \.Tk Giants home baseball tames; Apr-S - - n as

sched; o)
I i\e film si>- ts during higb school basketball: WThF is sched;

l"-Mar "
Film sivts: Dec 12; -' rks
Film spots; N'oi 1 1 : 10 wka
Weather anncmts: Dec lt>: 13 »k.
Film s . N i ) 2b wka
Film spot - rks

Film si- :~ \ . 28 -•• wks v n)
Film s[v,>rs during Intermiss] - Knickerbocker basketball;

I kec 8 tin u Mar It'
Film spots following VVhite Plains boxing bouts; Jan 5; 13 wl

■^ lii in* xi issue: >«'\\ «ni«l | a «'m>\\ «'«l on \oi\\ork«*. S|i«»nsor Per-
sonnel < li.-inuroi. N.nion.il IBroaoJcasi Salt's Exeeative Changes^

I\e\v Ageno'v \|i|Miini iih'im s

Seeman Bi •>. "> Tarcher WJ/.-TV. V V.

(White Rose rea)

Skin-Tested Prods Co Jasper. Lynch & Flsbel w.l/-i\ N 1.

I-Denl toothpaste)

Sterling Drug, Inc (various) Dancer-Fitzgerald- WABD, N. Y.

Sample

Unique Art Mfg. Co Grant SSSrvUSi

Weathei anncmts; Jan 2; 13 wks (n)

New Ncirk Knickerbocker's pro basketball games; Sat nlte as

sched; Nox II -Mar 22 (n)
Okay Mothei . Ml W I F 1-1:30 pm; Doc 14; 52 wks (n)

Film spots: Dec Ml; 13 wks (r)

Howdy Doo.ly; Frl 5:45-6 pm; Deo 31; 13 wks (r)

Advertising Agency Personnel Changes

NAME

FORMER AFFILIATION

NEW AFFILIATION

David K. Altman
Stead man Beckwith
Riley Brow n
01 to S. Bruck
John II. Butler
Evert n (.antor
Harry Carter
Mark R. Castle
Elliott Corliss

Leona D' Ambry
John de Bevec
Robert Diserens
Courtlandt I'. Dixon
Sherman k. Ellis
Richmond H. Gallej
Doris Gilbert
Mian C. Gottschaldt
Frank Grosjean
Leslie Harris

Richard T. Hawkins
Joseph Home Holmes Jr
David Horwich
Frederick Ingalls
Ogden Knlffin
Mary Lewis
William B. Lowther
Lathrop Mack
T. R. McCabe
Thomas M . McDonnell
Edward \. Merrill .lr
Joseph P. Moore
l rban H. Moss
Dorothy A. Nelson
clarence R. Palmer
Sally Paul
.1. Nell Reagan

\rthur H. Rich

Henry Rich

Joseph R. Rollins Jr

Albert M. Seldler it
Gerald F. Selinger

Arnold C. Shaw
John G. Simonds
Joseph G. Smalley
Joseph H. Smith
I.. J. Swain

W illiam Travis
Henry R. Turnbull
Ralph Van Buren
B M Walberg
Sol s Waldman

latins (. Walker

Robert J. Weill
Robert Welsberg

MaUlice S. Weiss

Donald I Wyatt

Women's Reporter. N. V., adv mgr

(.ray & Rogers. Phila.. copy writer

Duhin. Plttsb.

Adair & Director. N. 1

Lester L. Wolff, N. "* .. chairman of the hoard

Advertising Ideas, N. Y., acct exec

Chilton < •»

I at ham-Laird, Chi., acct exec

Doherty, Clifford & Shenfield, N. Y., acct exec

Buchanan, N. Y., acct exec

Sherman K. Kllis. N. Y.. head

Carr-Consolldated Biscuit Co, Chi., adv mtr

Badger & Browning, Boston, acct exec

WJW, Cleve.

Benton & Bowles, N. Y., directing, producing

shows
GUdden Co. Canada. adv mgr
Young & Rubicam, N. Y.

Forest Lawn Co, L. A.

w iiss iv Geller, N. Y., acct exec

Badger & Browning. Boston, acct exec
KFOX, Long Beach Calif., acct exec
Beaumont & Ilohman. Cleve.. mgr
Foote, Cone & Beldlng, N. Y., radio dept
Young & Rubicam, S. F., acting mgr
Ormshee, Moore & Gilbert, MUford Conn.
VanSant, Dugdale, Balto., traffic mgr
Howard -Wesson, Worcester Mass.
Benjamin F.shleman. Phila., media dir
Botsford. Constantino & Gardner, S. F.
M, ( ann-Frickson, H'wood., radio prodn head
Rich Ice Cream Co, purchasing agent

Winchester Repeating Arms Co. \ %
John Falkner Arndt. Phila.

(, \l Basford, N. Y., acct exec
llaire Publications, N. Y.

John A. Cairns. N. V., exec vp

Lester C. Nielson, Huntington Park Calif., acct

exec
l.eland K. Howe. N. Y.

Dancer-Fltzgerald-Sample, N. Y., acct exec

Ruthraufi & Ryan. N. Y., vp. sec

Cramer-Krasselt . Mllw., acct exec

Sheerr Brothers & Co, N. Y.. adv mgr

Newell-Emmett, N. Y.. acct exec

I .ester Harrison. N ^

l.eland k. Howe, V V., vp, art dir

exec
kaiser Co Inc (Iron cs Stool div), adv mgr

Irving Serwer, N. Y., acct exei

Julian Brightman, Cambridge Mass acct exec

Same, radio dept copy chief

Glenn. Dallas, co-head

Botsford, Constantlne & Gardner, "si acct exec

Mann-Ellis, N. Y., acct exec

Same, radio. TV dir

Harry Graff. N. V, act t exec

Alanson (.). Bailey, San Diego, radio. TV head (under name

of Elliott CurtlSS Productions)
David S. Hillman, L. A., tlmebuyer
Same, media dir

Hewitt, ogilvy, Benson e^ Mathi r N J acct exec
Same, vp In chgo creative management
Mi vrthur, vp, dir
Caples, Omaha Neb., acct exec
Edwin Parkin. N. Y.. media dir
Same, vp

Decker, Canton ()., radio copy dept head
Same, head radio activities

Walsh. Out.. Windsor acct exe<

Dancer-Fitzgerald & Sample, N. Y., vp

Raymond Spector. N. Y., vp in chge creative. I \ activities

Brisacher. Wheeler & Staff, L. A., acct exec

kenyon K; Eckhardt, N. Y., acct exec

l.eland K. Howe, N. Y., acct exec, fashion coordinator

Same, vp

Davls-Harrlson-Simonds, H'wood., vp. gen mgr

Same, Chi., exec i|i

Same, radio dir

Same, mgr

Lindsay, New Haven Conn., vp

Same, media, research dir

Leonard Davis, Worcester Mass., radio script dept head

John Falkner Arndt, Phila., media dir

Kaufman, Chi., media dir

Same, mgr

Rolzen, Buffalo N. Y., acct exec

Barton A. Stebbins, L. A., acct exec

Benjamin Eshleman, Phila., media dir

Edwards, Newark N. J., acct exec

John Miller, Norristown Pa., mgr

Glenn, Dallas, co-head

Daniel F. Sullivan. Portland Me., acct exec, mgr

Mann-Ellis, N. Y., acct exec-
Same, Montreal Canada, head
Martin R. Klitten, L. A., acct exec

Same, vp In chge radio

Same, vp

Ralph Van Buren (new). \. Y.. head

John Mather Lupton, N. Y., acct exec

Norman D. Waters N \ acct exec

Bermlngham. Cast Ionian & Pierce, S \ acct exei

Dorland, N. >, .. acct e\<-,

Robert Whitchill (new), N. Y., pros

Smallen-Ross, N. Y., acct exec

Ryder & Ingram, Oakland Calif., acct exec

Station Representation Changes

STATION

AFFILIATION

K.BK.O, Portland Ore.

1 ndependent

kl>> L-T\ salt Lake Cltj

NBC

k REM Spokane W asli

[ndependent

KS.IO. Sao Jose < '1

Independent

KTLA.l V. < 1 V >

Independent

k LSI 1 v. (TV)

Independent

WBKB, Chi

Independent

HI 1 \l Wash (FM)

Continental

WDAR, Savannah Ga

Ml<

u DSI - 1 \ Nevt Oi It ans

Mil

WGIV, < harlot li N <

Independent

\\ KM). Sew Britain ( ,.1111

1 mil pendent

W 1 \( .. San Juan P. R.

1 ndependent

Wl \v Lam a let Pa

Mil

w 1 \ R RI< hmond Va (1 \ 1

NIK

NEW NATIONAL REPRESENTATIVE

Forjoe

Blair
Forjoe

I 1 a. \ M.xiro

W eod . except I. x N V

Blah

\\ , , ,1 , \, . pt 1 in \ ^
■ ontlnenta] Kadi,, Sales N. Y., 1 asi only
Vdam .1. ^ oung
Blair
Forjoe
Forjoe

Mell hot < .11/111. in I s ' an. Ida only
II, ,

Blair

MORE IOWA RADIOS

MEAN MORE IOWA LISTENERS!

l J8 ( /( of Iowa homes have radios,
11.8% have two or more sets, an<l 11.8 1 ,
have three or more, according to the
1948 Iowa Radio Audience Survey*.

This extra-set ownership means more
listening throughout the (lav. In the
morning, for instance, it means 6.9' ,
more women and 5.9*7 more men
listeners.

The Survey's authoritative figures
about multiple-set homes in Iowa
constitute one of the several new and
extremely important findings of the
1948 Edition. In addition to this
"new information not previously gathered,
the Survey gives up-to-date facts on
almost every possible phase of Iowa
listenership.

Write for your copy today, or ask
Free & Peters.

* The 1948 Iowa Kadio Audience Survey in a "must"
for every advertising, sales, or marketing man who is
Interested in the Iowa sales-potential.

The 1948 Edition is the eleventh annual study of
radio listening hahits in Iowa. It was condueted by
Dr. F. L. Whan of Wichita University and his staff, is
hased on personal interviews of 9,224 Iowa families,
scientifically selected from the city, town, village and
farm audience.

As a service to the sales, advertising, and research
professions. WHO will gladly send a copy of the 1948
Survey to anyone interested in the subjects covered.

WHO

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President

P. A. Loyet, Resident Manager

FREE & PETERS, INC., National Representatives

3 JANUARY 1949

NORTH CAROLINA IS THE SOUTH'S

NUMBER ONE STATE
AND NORTH CAROLINA'S

50,000 WATTS 680 KC NBC AFFILIATE • RALEIGH, N. C.

NATIONAL REPRESENTATIVE FREE 6- PETERS, INC.

CEREALS and how they're sold

Selling appeal changes, but radio remains favorite medium

A Sponsor studv

Breakfast food advertising is
a $30,000,000 game of follow-
the-leader, played all over the media map.
It produces results — more than $500,000,-
000 is spent annually in the U. S. for hot
and cold breakfast foods. Breakfast food
advertising most frequently changes direc-
tion overnight, and even today has no
single school of thought as to its basic
appeal. In spite of about faces cereal
air advertising is generally successful.

No one firm in the breakfast food
field has been a pace-setter for the indus-
try in its advertising techniques. Nearly
all the makers of breakfast foods have

their own pet theory on what really sells
their product, particularly in broadcast
advertising where 50% of all cereal ad
dollars are spent. However, almost as
soon as one manufacturer goes on a radio
or TV tangent of his own with success, the
other firms in the field switch over to or
add similar programs.

There have been cycles in the selling
and advertising of breakfast foods since
the day in 1875 when an observant young
interne named Dr. John Kellogg saw a
future in prepared cereal foods as "health
diets." More often than not, these adver-
tising cycles have been motivated by ex-
pediency. This has been true especially
of radio, and has been repeating itself
in TV.

As the 1949 broadcast advertising cycle
gets underway, the air-advertising of
breakfast foods is fairly evenly distributed
among basic program types. The air
shows of 90% of the major manufac-
turers of everything from corn flakes
,to farina break down into these special
categories:

Percent

Adult SS%

Semi-adult 25%

Children 25%

uly 17%

The most recent vehicle employed to
sell cold cereals* is a West Coast c im

treats are uted >>■ ' I lilies

II ,: reals or,- ,, S . le kiml

used txclusineb The relative amounts nary with
inal tastes.

Or<»al «-vH«* of radio ;»«m»* round antl round

P x L mOO Paul Wing tells stories

OePiember lUOZ [or the wee ones to sell

r General; Food cereals

■ *fk in Bob Emery is telling stones en

JanU3ry 1949 TV Small Fry ClubJDuMont)

advertise all Post cereals

... have outlived most cereal programs ■■■ ■ •

Westerns ..wita„,»Th.Lon.R.n3«"ABc All American

which continues selling Lheenos

boy appeal has also outlasted
most shows. Above Jack
Armstrong for G-M products

paign by the 51-year-old Kellogg Co.,
whose last year's net sales of some
$90,000,000 led the field and accounted
for nearly a third of the total business
done in dry cereals. Kellogg starts spon-
sorship 8 January of a show whose basic
appeal is to the family audience. The
program is an audience participation
show. Mother Knows Best, aired Saturday
mornings from 12-12:30 p.m. on 30
Columbia-Pacific stations. The show
will be transcribed in New York, and
aired from KNX. It is fail ly typical of
the "family'' shows being used by break-
fast food firms, some others being Pro'
fessor Quiz (sponsored by Post Cereals
Division of General Foods on an e.t.
basis in 25 west cential and southeastern
markets for Grape-Nuts Flakes), and
Breakfast Club (sponsored by General
Mills, across-the-board on weekday morn-
ings, and featuring a variety of G-M
products, including breakfast cereals).

The shows whose appeal is primarily
"adult" are aimed generally at the day-
time audience of homemakers. General
Mills sponsors two daytime strips, Today's
Children and Light of the World, to sell
Wheaties and Cheerios to women, stress-
ing primarily the themes of "good family
breakfast" and "healthy bodies for
youngsters." General Foods' Post Divi-
sion sells Postum (a cereal drink) and
Post Bran Flakes, primarily an adult
cereal for dietary reasons, to the house-
wife via Portia Faces Life, which G-F has
sponsored since 1940. They are good
examples of the selling of breakfast foods
to the adult audience, a cycle that aired at
its greatest emphasis during the rationed
war years.

One West Coast advertiser, Fisher
Flouring Mills Co., sells to an afternoon
audience of homemakers via a five-
times-weekly newscast called Afternoon
Headlines on ABC's Pacific network. The
show, whose selling emphasis is on
Fisher's hot wheat cereal, "Zoom," is

Nighttime 1938 £Z

ell Gr

earce was trying, with his gang, to sell ^rape-
General Foods on NBC. He didn't last

Nighttime 1942

Jack Benny ended the nighttime breakfast food cycle
selling Grapenuts Flakes for General Foods on NBC

the latest in a Fisher cycle of radio adver-
tising that began when "Zoom" was
introduced six years ago on the West
Coast with city-by-city campaigns. At
that time, in 1942, the radio appeal was
also to the daytime audience, since
Fisher was using spots in women's
participation shows plus selective an-
nouncements. In addition to Afternoon
Headlines, Fisher's broadcast advertising
today includes a large list of Oregon,
Washington, and California stations carry-
ing selective announcements, 15 news-
casts per week on Fisher-owned KOMO
(Seattle), and TV announcements on
Seattle's KRSC-TV. Nearly all of it
is aimed at either the homemaker aud-
ience, or at least at the adult audience.

The "semi-adult" show is usually one
of a highly adventurous nature, that
appeals to the older adolescent and the
adult who enjoys blood-and-thunder. A
good instance of this is The Lone Ranger,
sponsored by General Mills since 1941 for
Corn Kix on a three-time-weekly basis.
The latest example is National Biscuit
Company's 40-market coverage in selec-
tive radio with the e.t. Red Ryder (Lou
Cowan) show, a sort of second-cousin to
Lone Ranger and the network Straight
Arrow show on Mutual, both of which are
starting their selling jobs for Shredded
Wheat with the 1949 season.

The air shows of the major breakfast
food advertisers that are aimed primarily
at the juvenile market include two that
are among radio's oldest vehicles for the
selling of breakfast foods to the kiddies —
General Mills' Jack Armstrong for
Wheaties, and Ralston's Tom Mix for
Hot Ralston and Instant Ralston. In
TV, General Foods' Post Division has
been selling all the Post cereals in turn on
DuMont's Small Fry telecasts (it shares
sponsorship with several advertisers).

This is the picture today. The selling
emphasis of the industry leaders is now
aimed at the housewife. Research in

Premiums made and broke the juvenile cycle of radio programs. They still make kids buy

recent yeais has shown that about 70%
of cereal purchasing is influenced by
women, 20% by men, and the 10% differ-
ence is shared by both, so the advertising
aimed at women is understandable.
However, there has been a recent up-
swing in the number of breakfast food
shows in radio and TV that appeal to both
children and semi-adult age groups.

The trend is, more than anything else,
history repeating itself. It was to children
that Kellogg aimed a good portion of its
advertising as early as 1898. In the years
that followed the turn of the century, and
during which most of the leading cereal
companies got their start, advertising
urging the nation's moppets to persuade
their parents to buy So-and-So's Corn

Flakes slackened in favor of advertising
that stressed some highly questionable
medical and health claims. This was the
era that saw the emergence of Kellogg,
Post, Quaker, Cream of Wheat, and
Ralston as major entries in the race to
sell breakfast foods. During the 20's,
after the government began to keep a
strict eye on advertising claims, the
health advertising was switched to vitamin
copy and taste-appeal claims. It wasn't
until 1929 that the great cycle of juvenile
breakfast food advertising got under way
in earnest.

The Minneapolis, firm of Cream of
Wheat was the first to use radio slanted
directly to the juvenile taste. In January
(Please turn to page 65)

Dowtimo 1QQ1 h was with "Raising Junior" on the Blue network, fllt/timo 1 Q /I Q General Foods is using "Portia Faces Life" to sell Post Toasties
UdyillllC 1301 that Wheatena tried to raise tears and heartthrobs Udj lllllC 1340 and Bran Flakes on NBC having started on CBS, October 1940

The Peter Paul Formula

Candy manufacturer finds newscasts result-protlucing.
Virtually entire advertising budget goes into radio and television

Since 1937, one of radio's out-
standing selective operations
has been quietly and carefully
put together by the Connecticut candy-
making firm of Peter Paul, Inc. It's not
too difficult to find selective campaigns
bigger than the 390 programs and 140
announcements aired each week for Peter
Paul over 126 stations. It would, how-
ever, be difficult to find a campaign con-
ducted with a bettet understanding of the
radio-selling techniques involved, or which
produces better results. What makes the
selective campaigns that sell Peter Paul's
Mounds, Almond Joy, Choclettos etc.
differ sharply from those of other adver-
tisers is that the campaigns revolve
around a central programing axis: news-
casting.

It is with radio news, a widely misused
form of air selling, that Peter Paul have
built a radio operation that costs them
some $1,500,000 a year, nearly the entire
Peter Paul ad budget, and which pro-
duces some $35,000,000 annually in candy
business. This places the Connecticut
firm in the top five bar-goods manufac-
turers in the $1,000,000,000 (wholesale)
candy industry.

Like most consistent radio users, Peter
Paul give credit to broadcast advertising
for a healthy sales picture. Radio has
produced consistent]) for them since
their near-accidental discovery in Novem-
ber, 1937 that their number one selling
vehicle in radio was news. They had
entered the field of radio-news selling for
the first time with a series of 1 -minute
participations on Yankee Network News.
When the program began to bring in
definite sales results at the candy counters
of New England, it set a pattern for Peter
I '.nil advertising which has never changed,
except for gradual improvements in the
technique. The best indication of the fact
that Peter Paul air advertising works well
can be found in their published earnings
in the decade since 1937.

Year
1937
1938
1939
1940
1941
1942
1943
1944
1945
1946
1947

Net Income Earned per snare

$2.55
$2.61
$3.27
$4.28
$4.14
$3.65
$5.20
$4.59
$3.99
$2.92
$3.94

$379,333

$388,366

$485,228

$636,144

$614,688

$542,383

$791,730

$7 17.380

$667,507
$1,952,020
$2,682,155

The rise is swift and relatively steady
except for the war years, and has been
based on a combination of honest business
practices: — a good product and well-con-
ceived advertising. Peter Paul's margin
of profit per unit is on the low end of the
bar-goods industry (it runs as high as 20%
sometimes for manufacturers who "load"
their candy bars). It is probably about
6%. Peter Paul began, in a New Haven
kitchen in 1919, when a group of six
friends (including the late P-P president,
Calvin K. Kazanjian and the present top
executive, George Shamlian, as well as a
man whose name really was Peter Paul)
founded the firm that has in the past 30
years made few compromises with qual-
ity. This has held true, even dining the
erratic war years, when coconut and
chocolate supply was sharply curtailed.

Since the start of Peter Paul broadcast
advertising, the candy firm has discovered
an increasing number of reasons why
some newscasts work well . . . and some
don't. Such a fund of specialised knowl-
edge has been acquired by the Platt-
Forbes agency (P-P agency for every-
thing east of the Rockies; Brisacber,
Wheeler is agency for P-P in the Moun-
tain and Coast sectors) that agenc) radio
director Sherman E. Rogers once even
authored s booklet, Four Billion Ears, on
newscasting.

The major lesson that Peter Paul have
learned is that newscasts sell best, and
attract the highest audiences, when they
are used on a selective basis.* From time
to time, however, Peter Paul have used

\. , . with a local tlant u tops with '/»<■ neri

Typical frames from a Peter Paul TV film

* ^B —

■tobvi

r w

.8 / V^

7 VS.

§i

I Vi c i- I*;miI*h .1 iH'wsr.isriiij: rules

A news period has to be on the air for at least two years in
order to develop top audiences for commercial sponsorship

Buy news programs originating on individual stations. They've
advantages over network news via local items and weather

Five-minute newscasts seldom develop the faithful regular
audience of regularly scheduled 15-minute news programs

Newscasters should stick to news and leave selling to an-
• nouncers who are salesmen not reporters or commentators

News scripts should be written with an eye to the personality
and the particular style of the man who broadcasts the program

A typical newsroom (WOR, N. Y.) from which Peter Paul newscasts originate all over the United States. Peter Paul's Prescott Robinson at left

^through Brisacher, Wheeler) regional
newscasts on the Pacific Coast networks
of ABC, NBC, CBS, and Mutual. Cur-
rently, there are two newscast strips
(MWF 5:45-5:55 p.m., and TThS 7:30-
7:45 a.m.) featuring Bob Garred on the
Columbia Pacific Network, which Peter

Paul have used on and off since 1940.

The use of regional Pacific Coast net-
work newscasts combined with selective
newscasts in the rest of the nation is not
as contradictory as it may sound. There is
a definite reason for it. One Peter Paul
agency man s&ates: "Sure, we use regional

networks in the Mountain and West Coast
sections. That's because Peter Paul feel
that individual stations on the Coast do
not go to the trouble to develop that all-
important habit of listening to newscasts
that you find in the East and Midwest.
(Please turn to page 54)

3 JANUARY 1949

PARI SEVEN

SERIES

They insist that advert ising isn't part of their business

over-all

"If an advertising man will
take the time off to check the
number of items the average supply
dealer salesman has to peddle, he'll under-
stand why selling advertising isn't among
them." That's the way the vp of a drug
wholesaler explains why his salesmen are
radio's (as well as general advertising's)
greatest road block. That he isn't as
much a road block to printed media as he
is to broadcasting is best explained by the
fact that black and white advertising can
be seen. Broadcast advertising's greatest
problem in reaching the men who reach
the retailer is that the spoken word is
ephemeral, except in its consumer sales
impact. Generally, commercials can't be
imprisoned in proof form in a manner
through which the middleman can hear
for himself just what is being done on the
air.

Says a sales executive of a Midwest
diug jobber, "In less than 20% of the ac-
counts we represent are we ever informed
of their radio advertising plans. When
we do hear of what's being done to adver-
tise some of the pharmaceuticals, the
broadsides are usually so confused or so
badly prepared that they're no assistance
whatsoever to us or to the products they
an supposed to help us sell. Someday
some drug firms are going to realize that
a good consumer advertising man fre-
quently makes a putrid trade promotion
executive. What drug firms generally
give theii own sales staff is bad enough
promotion for their radio advertising but
what they give their jobbers' staffs is
worse. Before any advertising man is
permitted to prepare promotion material
(radio or otherwise) for salesmen he ought
to be required to work a week with one.
Once Ih's made the rounds, he won't
spend his firm's money for a lot oi words
and prett) pictures that neither intrigue
nor reveal the true advertising story in
terms the salesman < an use

"You have to sell advertising in terms
that the distributor type of sales mind
will understand," was this drug jubber's
parting remark.

"Figures have absolutely no impact on
our sales staff — except those figures which
apply to their own sales quotas," is the
way one electrical appliance supply
dealer debunked big circulation figures.
"When brochures talk in terms of millions
of listeners or readers, as they most often
do, they mean little or nothing to sales-
men who think only in terms of the couple
of hundreds of retailers they service each
month. Salesmen who cover the retail
front don't get too excited about national
advertising circulation figures. In fact
they aren't excited today about any form
of national advertising. They've been
'millioned to death.'

"If an advertiser wants action from the
sales staffs of distributors he must stop
48-state thinking and design broadsides
and sales promotion material that speaks
in terms of local and regional sales terri-
tories. It's important of course to estab-
lish that a program is broadcast over a
network, if it is, but what is essential is to
establish that it is broadcast by important
stations in our area. Men only collect
commissions on what they sell — not on
what's sold thousands of miles away.

"You can't sell the (town name deleted)
merchandising area by explaining that
nun broadcasts are reaching 90,000,000
listeners; we haven't that number of
prospects."

When most wholesalers are confronted
by the charges of inertia in promoting
either advertising of products they dis-
tribute, they explain brusquely, that pro-
motion is not their job. Even those
wholesalers who maintain sizable promo-
tion departments* admit that they only
do a tin) pari ol the promotion that could
be done. The) know that they would do

a better job for the lines the) represent if

they really promoted all the products they
distribute, but that, they insist, would in-
crease their cost of doing business to such
an extent that they'd operate in the red.
"Our margin of profit," states a medium
size building supply dealer, "is so small
that we have nothing to gain in promoting
any of our nationally advertised brands.
We're simply a central source of the
materials a builder uses. He has to in-
stall exactly what an architect specifies or
at least a reasonable facsimile. For us to
promote the advertising of any of our
products would be a waste of time."

When this particular supply dealer was
queried directly about Johns-Manville
products of this asbestos firm he admitted
that the broadcast program down through
the years had brought considerable busi-
ness to him (he's a J-M supply dealer
among other products) but he didn't see
what promoting that fact would get him.
"It's the job of the manufacturer to
create the demand for his product, not his
distributors'. I feel that advertising is
included in the consumer price, and since
generally the manufacturer sets the resale
price, not the distributor, he must carry
the ad-burden," is the way a number of
big and little building supply dealers ex-
plained their lack of advertising promo-
tion or selling of manufacturers' adver-
tising.

"The field of product distribution has
become more and more of a wholesale
giant-market operation," states a food
executive. "The margin of profit is so
small, the cost of operation has increased
so substantially, and the pressure exerted
on us to produce quantity sales has be-
come so great that we can't afford to do
anything to indoctrinate our customers on
what our manufacturers are doing. More
and more I feel that the problem of telling
the retailer what's going on in the food

*Leu than 3' , of all wholesaler*

SPONSOR

advertising field must be the job of the
manufacturers' field representatives. In
a few instances we have been given a
special per-case allotment for detailing
and we have employed special promotion
salesmen whose job is to cover retailers
and impress them with the promotion
that is being placed behind specific
products. Frankly I have never been able
to prove that the detailing did us any
good."

Asked why he hadn't been able to check
the effectiveness of the detailing, the food
merchandiser stated, "There's no margin
for research in a wholesaler's budget," and
refused to discuss the matter further.

It's a sad commentary on merchandis-
ing but the men who contact retailers
most regularly, the staffs of wholesalers,
distributors, jobbers, and supply dealers
(the nomenclature varies industry by in-
dustry), are the least advertising minded
of all salesmen. They're happy when de-
mand for a product has been created by
advertising but they're not interested in
doing any advertising missionary work.

"Why should we carry the ball for any
product's advertising," asked a farm feeds
distributor. "We're seldom consulted
about how a manufacturer should adver-
tise and sometimes we have to get tough
in order to make certain that the right
station and program is used to cover our
territory. We're close to the farnvfeed
dealer and we have a fairly accurate pic-
ture of the listening habits of farmers.
Nevertheless we find that the recommen-
dations of some still wet-behind-the-ears
clerk who calls himself a timebuyer is
taken before our suggestions. I'm not
carrying three feeds for which I have real
demand because they insist on using a
50,000 watt station to cover a lot of terri-
tory instead of using local stations that
are close to farmers."

When asked how the "real demand" for
those three feeds was inspired, the feed
man stated quite frankly that the 50kw
station had a good audience and had
"stirred up" the farmers to demand the
three feeds in question.

"They haven't got them stirred up
enough to prevent our selling 'em some-
thing else," was the way he explained his
continuous road-blocking of the non-
conforming advertiser's products.

Wholesalers are pro-selective broad-
casting, as long as it's used intelligently.
They are not impressed by announce-
ment schedules, no matter how fine the
programs that surround the announce-
ments. They don't doubt the selling
effectiveness of announcement advertis-
( Please turn to page 76)

Problems with broadcasting

1. Wholesalers arc seldom contacted by stations or net-
works

2. There's no organization in radio whose job ii is i<»
explain, promote, or merchandise the medium

.'{. Selective broadcast advertising is too much announce-
ment and too Hi lie program

I. Some stations and networks expect wholesalers to sell
air-advertising and that's not their job

.>. Broadcast advertising requires factual sale- effective-
ness figures instead of* razzle-dazzle

6. Broadcasters use figures in terms of multimillions
which don't mean a thing to salesmen who have l<>
think in terms of hundreds of customers

Problems with sponsors

1. Advertising managers know very little of wholesalers'
problems

2. Sponsors have a great tendency to "cover the country"
rather than individual markets

3. Too many advertisers expect wholesalers to distribute
point-of-sale displays and give-aways without recom-
pense

4. There's little coordination between manufacturers'
sales and advertising departments

5. Less secrecy about ad plans and more broadcast ac-
tivity openly arrived at would help everyone

6. Too much selling copy when the panic is on and loo
little when business is jjood

Problems with advertising ageneies

1. ProduCI distribution is a Mi ml spot in most agency
thinking

2. There's too little pre-testing of campaigns

3. Localizing of broadcast advertising is avoided more
often than attempted

1. Too many markets arc just spots on a map to timc-
buvers and account executives

5. The fact that it takes one type of copy to impress
wholesale salesmen, another to impress retailers, and
Still a third to "bring "em in to buy," is too often
forgotten

6. If ageno men could stop thinking of advertising a> an
art and start thinking of it as a form of selling, things
would start happening

7. Agencies should pay some attention to dealer cooper-
ative advertising and develop some form of control and
checking which doesn't put the wholesaler in the

middle

3 JANUARY 1949

Farm favorites are liable to show up anywhere. Here WLS's Martha Crane (center) and Helen Joyce (right) visit a Villa Park (III.) "Pioneer Day"

Keep it down to earth

listening tastes of the

farm eirele are simple anil speeifie

The radio tastes of farm housewives
often differ drastically from those of
women in larger urban centers. Program
managers who know most about these
differences in taste, and cater to them,
have proved consistently that they can
gather and hold larger farm audiences.

A women's service program designed
forcit> listeners normally can't attract an
equal proportion of farm women (as dis-
tinct from rural non-farm listeners many
of whose- interests arc nearer those of city
people). The practical differences in
their ways of living dictate the necessary
variation in emphasis and subject matter.

Rural housewives, for example, do
much more preparation and cooking of
food; they buy less canned and prepared
foods, because much of what thev use is

raised either on their own land or in the
vicinity. Like women on farms, women
in villages (2,500 and under) spend much
more time in the kitchen than their urban
counterparts.

Fashion talk has to deal less with high
style and more with utility clothes and
adaptability and convertibility of gar-
ments. Party clothes for mother and the
teen-agers are of course an exception.
Yet as Claire Banister of Rural Radio
Network (Ithaca, New York) puts it,
"these youngsters dress sharp and well,
yet more than a few of their clothes are
home made." These illustrations indi-
cate the fundamental differences that
affect specific program appeals.

By selecting subject matter of more
general nature and slanting it less specifi-

calh , some women's service programs can
appeal about equally to segments of
rural and urban listeners. Such compro-
mise efforts, however, sacrifice the
"beamed program'' technique in reaching
the largest possible audience with com-
mon tastes, interests, and problems. The
largest such audience are farm listeners
Bernice Currier's Homemaker's Visit
KM \ Shenandoah. la.), for example,
definitelj would not pull the typical city
di alu with its home helps as it does the
women whose lives it's specially designed
to make easier and more pleasant. The
same holds true for the KMA Kitchen
Klinik conducted by Adella Shoemaker.
What has been said about selling on other
farm service programs applies to pro-
grams addressed to the country house-

SPONSOR

wife. She's equally sensitive about being
talked down to, and quick to repudiate
selling talk that shows ignorance of her
problems. The most successful farm
women's service programs don't have one
eye on urban listeners (even though they
may actually gather sizeable numbers).

In fact, the clue to popularity with
farm women of a station's daytime pn>
graming is generally in proportion to its
understanding of important common
tastes and requirements and the single
purpose to fulfill them.

When WRFD (Worthington, Ohio)
started its sunrise-to-sunset operation
only a little more than a year ago it faced
the solution of its programing problem
without benefit of popular network serial
strips (WRFD is a non-network station).

Every program on the schedule was ap-
praised on the basis of the one question:
"Is it of special interest to Ohio s rural
people?" The schedule includes women's
programs, discussion of current local
issues, local special events, complete news
coverage, local (Ohio) and national, to-
gether with highly localized weather and
farm service information. This approach
has built audiences phenomenally.

It is no foregone conclusion that any
one specific pattern of rural listening
tastes will apply to every rural area.
Careful research alone will reveal possible
audiences for new program ways. New
York's Rural Radio Network (Ithaca)
believes it has discovered a pattern of pro-
graming that appeals to a substantial
number of listeners.

Since the network only got under way
last June it's yet too early to appraise the
success of the current eight stations in
building and holding audiences. Their
programing theories, however, seem to be
working. On 5 December the network
expanded its hours from 1 1 :30 a.m-
9:15 p.m. to start the day at 6:00 a.m.
On 11 December they started broad-
casting two hours of square dance music
until 1 1 :30 on Saturday nights.

In place of daytime serials, listeners get
straight readings (continued) of great
stories and network-produced complete
dramas. The formula appears to be suc-
ceeding. The bigger test has come with
RRN programs competing in morning
hours before 11:30.

Daytime serials are extremely popular
with about one-fourth the nation's farm
wives. Data from the U. S. Hooperatings

of C. E. Hooper, Inc., reveal that some
daytime serials are decidedly more popu-
lar with rural than with city listeners:

City Rural

50,000 & over Under 2.500

Backstage Wife 16.17 23.14

Right to Happiness 14.52 22.85

Lum 6* Abner 11.41 18.25

On the other hand, Young Dr. Malone
is favored by city listeners 10.96 to 8.78
for rural listeners. Popularity of some
serials is approximately equal with both
rural and city people:

City Rural

50.000 & over Under 2.500

Our Gal Sunday 13.43 13.19

Big Sister 12.39 12.77
Breakfast in Hollywood

(P&G)* 10.16 10.91
♦These figures represent net weekly audiences.

Area preferences also affect the popu-
larity of daytime strips as compared with
other program types.

Serials, for example, are more popular
with Western farm women than religious
programs, and almost as popular as re-
ligious music. Dance music, far down the
list in over-all popularity, in the West is
more popular with farm wives than plays,
serials and general entertainment pro-
grams are with women in other areas.

This means an advertiser should know
the individual area preferences before de-
ciding on best program buys.

On no other program type is there such
strong and sharply divided feeling among
farm women as there is on daytime
serials. There are probably no more
faithful listeners to any other form of
entertainment than the "regulars" who
follow from two or three up to a dozen
serials.

In contrast to the group who listen
regularly to soap operas are another
group who vigorously dislike them — who
name them as the program type most dis-
liked. Attitudes of the remaining half of
women listeners range in between these
extremes.

Very few stations make any effort to
reach farm youth and younger children
with entertainment designed for them.
There are exceptions, such as KMA's
(Shenandoah, la.) Uncle Warren's Kid
Show, an audience participation stint in
which children get a chance to sing, tell
riddles, compete in a spelling bee and
other contests. The'show is on Saturday
morning in the KMA auditorium and
youngsters drive in from as far as 100
miles to see and take part in the fun.
Sponsor is Coco- Wheats.

(Please turn to page 72)

1 . Rural commentators must know facts. Here's Dorothy Lindley (KSIB, Creston, Iowa) checking

2. Farm school programs supplement teacher efforts. WLS's "School Time" has wide audiences

3. Baby contests are hardy farm annuals. WFTM (Maysville, Ky.) covers one for N. Y. Store

4. Farm participation programs are different. KMA's (Shenandoah, Iowa) it a "Penny Auction''

Harold Schafer, President of Gold Seal Company, peps up his three key executives before a sales meeting. Schafer covers the nation personally

(■In** Wax is the amazing
story of a man and his faith in advertising

C >• Harold Schafer doesn't own

his number one product,
Glass Wax. He isn't even certain that
he'll control the Glass Wax trade-name he
has popularized. Nevertheless he's cur-
rently spending over $2,000,000 in adver-
tising. Over $1,000, 000 is going into
radio (Arthur Godfrey on GBS daily and
Meet the Missus on CBS-Pacific, Satur-
days at 2:30 p.m.). The rest is going into
newspapers and magazines.

A little over 17 months ago & hakr was
'Rally broke. What had built his
business in the seven states* in which his
Gold Seal Company operated a wax busi-
ness (floor, furniture, and glass wax)
wasn't working in big metropolitan
centers. The personal magnetism and
drive which had built his companj
couldn't be spread wide enough. From
1942 when Schafei founded his business,
after resigning as salesman for a Bis-
in. mk. North Dakota paint and varnish

firm, until 1946 when Schafer employed
Campbell-Mithun, Inc., as agency for the
company, he had written all his own ad-
vertising commercials and black and
white copy. He had laid-out his printed
advertising and bought his own time, sta-
tion by station. He had shopped every
area for time and printed media. I le
admits that he was a bargain hunter but
claims that if timebuyers had the local
insight he developed in obtaining direct
results from each advertising dollar,
broadcast advertising could sing a new
song of profit. He still feelsthat his home
town station KFYR has the tightest hold
on its audience of any station in the
nation.
Selective radio advertising as Schafei

bought it outproduced an) Othei adver-
tising medium. That didn't mean that he
used it to the exclusion ol other media.
I lis schedule in 1947. before he divided to
invade ("Imago and big time, was 26 sta-

tions, two trade papers, and 22 news-
papers. And the combination sold all
Gold Seal wax products effectively. On
stations he bought the best spots he could
find for his announcements and he used
quarter-page newspaper copy to supple-
ment his broadcast advertising.

It worked in Schafer's seven states. It
laid a gigantic egg in the Windy City.
An independent firm with one product
(Gold Seal wasn't selling anything but
Glass Wax outside of the original terri-
tory) is seldom in a position to force dis-
tribution through consumer demand. It
can't wait that long. Schafer's announce-
ment schedule and quarter-page ads were
bringing consumers into stores to ask for
Glass Wax, but the stores didn't carry the
pioduct. Wholesalers had never heard of
Glass Wax and they weren't impressed

II,, Gold Seal u„r business '"'" it Vorth and South
Dakota, Minnesota, Wisconsin, Montana, Idaho,
H yotning nnd I tah

SPONSOR

IT'S

NEW ..SENSATIONAL

cly n«w product of chemnrry tram the loboratonn or th« GOLD SEAL COMPANY,
Chicago 2, III molten of that tine qual.r> GOLD SEAL SELF-POl ISHIN& & PASTE WAX
and CREAM FURNITURE POLISH. lo„d« or Out ... on An, Glo.» Surface Um

GOLD SEAL

GLASS WAX

• Cleans

• Polishes

• Preserves

The Lu.trt of

•^Window Gloss

y" Eye Glasses
•/"Gloss Voses

(^TTobleTops
^f Mirrors
,y Chromium

(^fSilverwore

«/f Windshields

-NO COLORED FILM

Juit apply and rub with a cloth - -

than while still damp wipe with

dry clean cloth.

"ONCE YOU TRY IT YOU WILL ALWAYS BUY IT"

WE HAVE IT

One of the full-pa9e advertisements that broke resistance to Glass Wax in Chicago
A typical "editorial type" Glass Wax newspaper advertisement now used

'GLASS WAX' QUICK AND EASY
TO BRIGHTEN DINGY WINDOWS

'^-1-"-

e,10 Windows That Sparkle,
Thanks lo Your 'GLASS V VY"

JtrW. . ".'VSBaWTteft". _
1 Wvttm* OKttM Si r/l

\ N OTHIN G BETTER ANYWHERE [

GLASS

WAX

Urn UbfafJ Q.trl

Gold Seal Wonder Cleaner
Vr ipes Grime, Stains Away

Z .".:„. Bedroom 1Mb sSjjrtiSS
'.. Mini Ihorr- FerHrScTSgsS

' Vr .- rt -~ ~ — ''"ZS^x ^TiJZ -CUSS »*t* »i'fc
7..1~ -.: — TXT.TJ-— "^— "^"-•'•" Nwjr.Wk Uw

Dealers Kind Their CI »SS « IX \?~~~~-a

Hand* In Own Stores end Oflirrs i "*

GLASS WAX' co,

»m RCP 11/ A V A PRODUCT OF THE

GOLD SEAL COMPANY

Cleans 30 Kinds of Dirt in 30 Seconds

The Cold Se>J .mpim ' 1105 Hotucr C.

Kidi Atlanta. Ceortu ' Telephone Cjenraa SI-* .

SOLI) AT GROCERY. DRKi. HARDWARE. VARIETY AND DEPARTMENT STORES

with a Bismarck, North Dakota firm with
a Dun and Bradstreet credit rating of
$2,200. They had been caught too often
"playing ball" with a little guy only to be
stuck with stock that didn't move. They
hadn't "seen" the quarter-page news-
paper ads and they hadn't heard any of
Schafer's daytime announcements. Their
genera] attitude was "come back and see
us next year."

Harold Schafer couldn't afford to wait
until next year. Glass Wax had to be
sold then and quickly — the bankroll
wasn't going to stretch too far. In des-
peration, Schafer and his advertising
alter ego, Ray Mithtin, decided to rush
into print with full-page ads in the news-
papers on Glass Wax. The first ads were
quickies, their effect was planned to break
down resistance at the wholesale level.
The can occupied almost one-quarter of
the page and the product uses were given
important display. The ads did their
job. Wholesalers could see the ads even
if they hadn't seen the quarter-page copy.
They stocked Glass Wax and the fabulous
sky-rocket history of America's number-
one 1947-1948 product success was off.

No one at Glass Wax or Campbell-
Mithun was happy about the first ads.
In fact it wasn't until an editorial-ad
technique was developed that printed
media copy began to keep pace with the
impact of broadcast advertising. Since
Glass Wax was a multiple use item, a
pictorial news technique was ideal. A
two line scarehead runs across the entire
advertising page. It's localized — reading
"New Glass Cleaner Comes to (St.
Louis)," the name of the city being
changed in each area. Price is given real
display since Gold Seal has established a
retail sale price for the product and fair-
trade protects it where local state laws
make this possible.

Wholesalers are notorious as bottle-
necks. In the case of Gold Seal which
distributes through more types of retail
outlets than practically any other product
or form of product, if wholesalers won't
stock the item Gold Seal is out of business.
Glass Wax is sold in drug stores, grocer)
stores, specialty stores, paint stores, de-
partment stores, automotive supply stores,
hardware stores, five-and-ten-cent stores,
delicatessens, and in fact in every type of
retail outlet that can handle a package
goods product.

Since selective radio alone, on a con-
servative schedule, couldn't force distri-
bution in spite of its effective moving of
the product from retailers' shelves, Harold
Schater and Ray Mithun decided to com-
(Please turn to page 74)

SUNDAY OCTOBER 10, 1948
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1-2000

B B

D B Y

A B

1-2003

C B

D B Y

A B

1-2006

C B

D' B Y

A 3

1-2009

C B

D B X

A B

1-2012

D B X

A B

1-2015

C B

D B X

A B

1-2018

C B

D B X

A B

1-2021

C B

D B X

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1-2024

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D D X

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SUN 10-

10-48

1-TIKE-

1234567890123456789012345678S

0123456789012345

671

390

1234.

1-2030

C B

D D X

A B

1-2033

C B

D A X

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1-2036

C B

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DAY

A B

1-2039

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DAY

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1-2042

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DAY

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SET NBR

WAS LISTENING

WJZ

- NEW YORK

How many listen: Radox

(Above)Radox repcrt covers 60 sets for two 15-minute periods. Top line in each time segment indicates home number and letters underneai

How many listen - - and why ?

Siiidliiiger may have low-cost quantitat i\ «» and qualitative systems

1 Radox can answer most of
- :-i the objections thus far chal-
lenging quantitative research on the size
of radio audiences. It can be economical.
It is accurate. It is definitive. It is prac-
tically as immediate as dialing itself — if
that speed is required. It can give flow of
audience information, and minute-by-
minute listening figures if that's desired.
For the individual program sponsor,
figures on who was listening to his pro-
gram is sufficient. That information can
be obtained directly from the teletype
tabulations which are made while the pro-
gram is on the air. For station listening
indices, the home-by-home listening re-
port made every three minutes presents
enormous compilation difficulties, al-
though a tape is cut by the teletype
monitor tabulator at the same time a^ she
is tj ping her report on a regular page-t\pc
teletype machine. The information on

this tape can be transferred to IBM cards,
so that any type of information desired
can be run off. However, Radox plans
call for a simplified compilation of listen-
ing data via automatic recorders which
are being set up to gather figures on num-
ber of homes listening to any part of each
15-minute time segment; total homes
listening to a station during the morning,
afternoon, and evening of each day; total
sets in use in any one area. The details
will still be on teletyped reports of listen-
ing every three minutes but the auto-
matic recorders will make available
specific information, without any IBM
machine or hand tabulations. These re-
corders reduce the delivering total figures
to reading the face of each counter at
correct intervals. These automatically
compiled figures are equivalent to the
rating information which is released regu-
larly by Hooper, Nielsen, and Pulse.

Each member of the panel has a dial in his hand which ena
him to register his reaction to the program to which he's lis
in3 — "bad," "inferior," "neutral," "good," or "super

icate station. (Right) Typical Radox listening post

They can also be set up to deliver much
more than rating figures, just as do the
detailed Radox teletyped records.

Al Sindlinger who heads up the Radox
listening research organization feels that
quantitative information is only the be-
ginning of good radio research. He even
rates his Teldox audience analyzer quali-
tative check-up on why the audience
listens, as only a step in the right direc-
tion. (He does recorded depth inter-
views to discover the real reason why a
person states he likes or dislikes a pro-
gram.) Nevertheless Radox, even in its
present stage, is an important advance in

radio research. Radox makes available
a family directory, detailing each set in
each home which is monitored. The
directory gives the essential information
on each home required by an advertiser.
Thus when a sponsor receives a report on
listening to his program it could be
possible for him to discover exactly the
type of families he is reaching. The
directory gives economic and educational
data on each member of the family. It
gives magazine and newspaper readership
habits as well as what they claim are their
listening habits. In the latter section
daytime and nighttime favorite programs,
as well as favorite stations are recorded.
It is interesting to note that the listeners'
statement of their favorites seldom
parallels their actual dialing habits.
Radox makes no attempt to tabulate what
listeners say they like, only what Radox
eavesdropping knows they listen to.

There can be no question as to the
accuracy of the Radox index. Every
home set monitored is actually in opera-
tion as reported. The Radox method is
simplicity itself, although development
costs have already run over $160,000. By
a simple piece of equipment costing $1 .95,
which is installed in the receiver being
checked, it is possible for a special central
office to listen-in as frequently as desired
by a telephone line connection. The mon-
itor listens in via another earphone over
one ear. When a set is heard to be in use,
the monitor, through an earphone over
his second ear, listens-in directly to one
station after another in the area being
checked until he finds the program to
which the set in the home is tuned. When
both earphones bring him the same pro-
gram he knows and records the station to
which the home set is dialed. When two

stations in an area are carrying the same
program, as happens in many sections of
the countrj served bj multiple stations
carrying the programs of the same net-
work, it has been found that the stations
are seldom in phase with each other
Only the station to which the home is
tuned will sound exactly the same from
the central-office monitoring radio re-
ceivers as it does from the home. Other
stations will sound as though one ear was
echoing what the other ear was hearing.
The monitor never trusts to memory,
logs, or other information of what's on the
air. She verifies with her ears the station
to which each home in her listening panel
is tuned. Only a Nielsen Audimeter re-
cords this type of information.

Commander Harold R. Reiss, who is
Sindlinger 's electronic "brains," has de-
veloped an automatic monitoring system
♦■hat will enable the work presently being
done through manual monitoring to be
done by electronics. As with all engineer-
ing development time tables, it is not too
definite when electronics will take over
from manual operations. However, one
thing is certain — large scale expansion
beyond Philadelphia, where the Radox
tests are being conducted depends a great
deal on Reiss's electronic monitoring get-
ting out of the laboratory and into regular
daily operation.

Radox's experimental sample in Phila-
delphia covers 38 homes which have 54
radio receivers and six television sets.
Philadelphia will be sampled completely
through monitoring a panel of 300 homes.
Sindlinger promises that Radox installa-
tions in these homes will be completed
sometime during this Spring. Monitoring
for this regular coverage of Philadelphia
(Please turn to page 70)

Teldox "profile" indicating just how a listening panel reacts. Below is report on a radio program. Program content at top of chart

Why they listen: Teldox

!■

selective
radio
trends

Based upon the number of programs and an-
nouncement: placed by sponsors with stations
and indexed by Rorabaugh Report on Sel-
ective Radio Advertising. Reports for August
'47-July '48 are averaged as a base of 100

Business uncertainty prevented the expected November upsurge in
selective broadcast advertising. National index dropped to level of last
August with only Drugs and Tobacco holding their own. Beverages and
Confectionery recaptured some of October's loss ( 1 1 points l. It was felt
that right after election selective broadcast advertising, usually one of
the first forms of advertising to respond to change in business condi-
tions, would see the start of a number of campaigns which were being
held in abeyance. Now the explanation for the slow upturn in selective
advertising placement is "Truman's attitude," and what it's going to
be. Regionally all areas except Pacific and Rocky Mountain were off
with the South showing the greatest loss. Even the West Coast was
only up 1 point. Claim that TV is taking many selective radio dollars
is generally held thus far to be invalid.

Per cent

250 —
200 —
150 —
100 —
50 —

AUG SEP ! OCT NOV DEC JAN | FEB I MAR I APR I MAY I JUN JUL

Based upon reports from 230 * Sponsors

Trends by Geographical Areas 1948-1949

AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

250-1 2,531,498 Radio families
200

1947**948

Aug. '47-July '48 average = 100.0%

250 ■

!00 -
ISO
100 -

Trends by Industry Classifications 1948-1949

76 Sponsors reporting

AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL

DDDa

S50 ■ 5 Sponsors reporting
too

Sponsors reporting

mm.

'47-'48 average = 100.0%

Automotive

* ■ •- ■■

Tobaeco

:;/■;■;■■■■ .

Drugs

lia

iscellane

•For this total a sponsor it regarded a> a tingle
be reported under a number of classifications.

corporate entity no matter how many diverse divisions it may include. In the industry reports, however, the same sponsor may

SPONSOR

In next issue: TV Trend**

sails into new markets fast

with

SPOT

RADIO!

JOHN
BLAIR

t COMPANY

NATIONAL REPRESENTATIVES I : LEADING
RADIO AND TELEVISION STATIONS

BREEZE advertising is handled
by Federal Advertising Agency,
New York, New York

'Spot Broadcasting is radio advertising
of any type ( from brief announcements to
full-hour programs) planned and placed on
a flexible market-by-market basis.

Offices in Chicago • New York • Detroit • St. Louis • Los Angeles • San Francisco

3 JANUARY 1949

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ror the sponsor interesteil in sales, Singin' Sam pres<

ints a unique ._ -X— !

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opportunity, For never in radio s history has there beer

i a personality

... ,-, 1 «• • • 1 1

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like Sam . . . never betore a program series with such a

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record ol major sales successes unoroken l>y a single taiuire.

these are strong statements that carry tremendous

weight with

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prospective program purchasers ... it supported by tac

ts. And tacts

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vve have in abundance . . . high Hoopers, congratulatory

pressions of real appreciation by advertisers them

selves, actual

before and after stories barked with the concrete figures. ^^| b^*^I

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you need to produce results. Write, wire, or telcplu

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J SI for full details. Despite Singin' Sam's tremend<
popularity and pull, the show is reasonably priced.

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SPONSOR

FURS

SPONSOR: Lowell and Bradfield

U.I \< 1 : Placed direct

CAPSUL1 CAS1 ii I- I mo : Merrill Lowell, Beverly Hills

furrier, sponsored the "II omen's I'age" segment of
" Magazine of the If ieeA:," heard Sundays at 8: 10 p.m.
This segment of the program is a fashion show conducted
by Rita LaRoy. I 'arious hinds of furs are shown, and the
fashion theme is accentuated by the showing of coordinating
accessories and general teamen's near with the emphasis
on furs. Is a result of his first six telecasts. Lowell and
Bradfield did $15,000 north of business.

KM \. I .... Angeles PROGRAM: "Magazine of the Week"

RADIOS

SPONSOR: Emerson Radio

AGENCY: Wm. H. Weintraul.

CAPSULE CASE HISTORY: To bolster radio set sales.
Emerson offered a $30 gift certificate on 14 November to
all "Toast of the Town" viewers in the areas covered by the
CBS-TV network. Certificate ims honored at face value
toward a $60 radio (Model 574) by all Emerson radio
dealers. To obtain the certificate, viewers had to write
Emerson Radws home office. Although the offer was only
good until midnight. Tuesday, 16 November, over 9.000
requests were received by that time.

CBS-TV PROGRAM: "Toast of the Town"

MACpAZIXES

results

SPONSOR: Television Guide

AGENCY: Placed direct

CAPSULE CASE HISTORY: Television Guide decided II
was the natural medium to increase the circulation of their
magazine. I year's subscription to the magazine plus a
small-sized Walco TV lens (magnifier) were offered for
$3.00. Viewers were asked to send their money directly to
the magazine. Three one-minute announcements were
used, one on each of the days of 11-13-14 November.
Fifteen hundred letters enclosing the price of the subscrip-
tions were received.

WPIX, New York

N<<M.U \M: I -minute announcements

FURNITURE

RADIO AND TV SETS

SPONSOR: Lewis S. Hart Gallery \GENCY: Placed direct

< VPSULE CASE HISTORY; On Tuesday. 9 November,
KTL 1 televised its first auction from the Lewis S. Hart
Gallery in Beverly Hills. One person, viewing telecast

from home, icent to the auction that same night and bought

over $200 north of furniture. The following evening, a

surrev of auction attendance revealed that over 35 persons
at/ended r/.s a result of viewing the precious night's telecast.
They -pent nearly $1,000. The next evening 28 more
people u ho had seen the telecast visited the gallery.

Ml \. Loa Angeles PROGRAM: Auction

SPONSOR: RCA Victor U.l MY: J. Walter Thompson

CAPSULE CASE HISTORY: " Kitkla. Iran and Ollie."
II 11 Kit's whimsical puppet show is wowing juveniles in
Chicago from the ages of 3 to 50. as evidenced by the 350
fan letters sent in each week by viewers. Stars of the show
are Kukla. bald and bulb-nosed puppet, attractive Fran
Allison, and one-toothed puppet dragon named Ollie.
Since show's lilliputian newspaper, " Kuklapolitan
Courier,"' was launched in October over 7.000 requests for
subscriptions have been received.
\\ BKB, Chicago PROGB \M: 'Kukla, Iran and Ollie"

4 OOKI.M. M IIOOL

RODEO

SPONSOR None u.l \< 1 : None

I IPSUL1 I \-i HISTORY: Dione Lucas, directoi oj
Cordon Bleu's Cooking School, conducts ///<■ Dione Lucas
television program over < l'>^ 1 I net every Thursday from
H 8:30 p.m. Program features cooking demonstrations.
On Thursday, /<>' Wovember, advance copies of the recipes
to be demonstrated on ih<- Thanksgiving l>a\ telecast acre
offered to all writing in. Recipes were l<>i an ice (ream
mold, oatmeal cookies, anil chestnut i ookies. 1 he first mail
on the following Mon<la\ aftei the telecast, 22 November,
brought 2,040 requests.

CBS-1 \ PROGR \M: Dione Lucas

SPONSOR: Sainlpaulites Inc. \GENCY: Placed direct

( VPSI II ( \SI HISTORY: The llorld's C.humpionship
Rodeo was held in St. Paul, Minnesota recently. On open-
ing night. Friday. KSTP televised an innovation called the
"calf scramble." This event was repeated the following

Monday, and paid admissions acre 10' '", over expectations.
indicating that the public had been familiarized with the

special feature via television. Weaker t. 1 an (amp. Man-
aging Director of the Saintpaulites, has stated he will tele-
vise all future events where the run is long enough to make
television a factor in building grosses.

KSTP, St Paul PROGR \M: "World's Championship Rodeo"

In the New York Market

television pays off

" WATV

S.o.i.n WATV

averages

402

viewers per dollar

Station A averages ZoC

viewers per dollar

SIW ^ V

Station b averages Z I Z

viewers per dollar

Stat

ion V_

averages I O Z

viewers per dollar

Station U averages 10/

viewers per dollar

itation L

N A T I

averages 7 7

viewers per dollar

or the second consecutive month — October, 1948 —
Hooper New York City Teleratings show that Station
WATV averages more viewers per dollar than any
other television station in the New York Metropolitan Area.

Here are two of WATV's high-rated, low-budgeted evening

programsr

WESTERN FEATURE — 7:00-8:00 P.M.

(oil per 1000 ViewfM pn-Dolloi

WATV 10.3

FEATURE FILM — 8:00-9:00 P.M.

Rating Coil cer 1000 Viewer! per-Dollar

WATV programs now average more than 100,000
viewers per half hour. This large ready-made audi-
ence — delivered to you at WATV's sensibly scaled rates
— means more for your television dollar.

Let television pay off for you now. Call — wire — write
Station WATV, Televisior Center, Newark 1, New Jersey
for details of our special "Low Budget Television Shows".

SOURCE: C. E. Hooper, Inc., New York City Teleratings — October
8-14, 1948. The above figures are based on those time, periods
rated by Hooper, during which all New York City Television Stations
were on the air with programming. "Cost-Per-Thousand" and
"Viewer-Per-Dollar" figures were computed from minimum half-hour
time charges for each station.

T I V E S

WEED

COMPANY

3 JANUARY 1949

II /O

WHAS &.

KENTUCKIANA'S

IROQUOIS AMPHITHEATRE

The World's Most Beautiful Outdoor Theatre

A CIVIC, NON-PROFIT ORGANIZATION

OtiA,

the only radio station S£RI///V(r fa\\ of the

BACKGROUND
LATE SPRING '48

THE WHAS ANSWER!

Broadway legit box office had sagged badly . . . Road show business
was also off . . . everywhere movie house grosses were fading.

It was a gloomy prospect for Kentuckiana's Iroquois Amphitheatre.
Coming up was the 10th anniversary season of summer outdoor
musical shows staged by this civic, non-profit organization of
Louisville. Rising production costs demanded greater attendance-
yet the theatre was in a slump.

WHAS stepped in to provide the answer. The Amphitheatre's
promotional campaign was overhauled to give it more popular appeal.
The ticket-selling story was woven into an entertaining musical
broadcast with star vocalists, actors, chorus and studio orchestra.
WHAS sold 25 Louisville firms on sharing the cost with the station.
And for six weeks, "Music Under The Stars" took to the air-
telling Louisville and Kentuckiana listeners of the Amphitheatre's
summer attractions.

THE
RESULT!

Text of letter to Victor A. Sho/is, Director, WHAS, from

James W. Henning, President, Louisville Park Theatrical Association:

"Our books have just been closed on our 1948 summer season. The
results are extremely cheering to all of us on the board of the
Iroquois Amphitheatre.

"Theatre box office receipts in general were down this summer.
In the face of this prevailing situation, the paid attendance and
receipts from ticket sales at the Amphitheatre this summer
surpassed those of 1947.

"Much of this success must be credited to the new star salesman we
had on our side this year — Station WHAS. It was a great job your
staff did in producing this series of elaborate musical broadcasts.
But it was an even greater job the WHAS programs did in promoting
more business for our box office.

"Please convey our sincere thanks to everyone at the station."

ich Kentuckiana Market

50,000 WATTS * 1 -A CLEAR CHANNEL

840 KILOCYCLES

Victor A. Sholis, Director J. Mac Wynn, Sales Director

REPRESENTED NATIONALLY BY EDWARD PETRY AND COM PA NY

Mr. Sponsor asks...

"The 'block programing' formula has had rela-
tively pood success in radio, but I don't believe
it applies to television programing on the basis
of good showmanship. Is it therefore advisable
for a TV advertiser to have his program, for ex-
ample a comedy show, follow another show of
similar mood and type?"

Donald W. Stewart

Advertising Manager
The Texas Co., N. Y.

The

l*i<*k<Ml Panel
answers
>lr. M«'\v;irl

I should like to
answer the ques-
tion from the point
of view of motion
picture program-
ing in theaters
which is perhaps
more analogous
than from radio.
Too, there is a
growing feeling in
television that the basic lessons of film
programing will govern in TV.

There is a school of thought in motion
picture theater booking that believes
shows of opposite or different moods
should appear side by side; a dramatic
show with a comedy; a musical with a
mystery, etc. There is a wealth of ex-
perience to show the success of such a
theory. On the other hand, some of the
most successful combinations in the his-
tory of the motion picture industry were
the result of booking shows of similar
mood and type. The "horror," "mys-
tery" and "crime" bookings are examples
of this pra< tice.

Motion pi< ture experience on this point
has demonstrated over the years that
there is no pat formula. In fact, con-
siderable danger lies in a categorical repl)
to the question. The moment you think
you have a definite answer, you are sure
to have an experience that proves the
opposite.

If such a reply could confidently be

given, it might be reassuring to the TV
advertiser; however, he must, I am afraid,
be satisfied to put on a good show that can
stand on its own feet. The nature and
mood of the adjacent show would then be
of academic interest and the effort and
energy expended in arguing the point
might well be devoted to more basic
ingredients which deliver audiences.

Perhaps there should be some experi-
mentation on this score. Two dramatic
shows following each other on a Sunday
night might very well prove highly suc-
cessful. Who can say?

In motion picture theater booking al-
most anything can happen; some of the
most unpromising combinations often
prove in fact to be outstanding hits. We
have learned our lesson; now we pre-test
them first. We take nothing for granted.
Peter G. Levathes
Director of Television
20th Century-Fox, New York

It does not nec-
essarily follow that
what holds true
and is proven in
radio applies to
the tenuous ex-
periments of the
video medium.
You can block-
program music, as
we have done here
at WNEW, with great success. But ear-
pleasure is not parallel to eye-fatigue.
There's a long road to follow before the
answer is reached. It is regrettable that
the cost in finding this out comes high.
But sooner or later the experiment must
be made.

I rather suspect that block-programing
in television will not prove as salutary as

it does in radio. The best source of ex-
perience to draw on is the double feature
of the movies. It is my recollection that
there is usually a diversity of types in this
kind of parlay. This could be ascribed to
the economic cost of putting two Grade A
movies back-to-back. I hate to beg a
question, but television can't take a
piggy-back ride on radio this trip.
Ted Cott

Vp in charge of Programs
WNEW, New York

It's a shame in
TV that the an-
swer to this type
of question, so
vital to advertisers
and agencies, is
left to discussion
and debate when
facilities are avail-
able through sta-
tions to determine
audience preference of "mood" program-
ing through actual experience. The
whole industry profits by knowing viewer
tuning habits and it is not too soon for
stations and networks to determine see-
ing-hearing attitudes vs. purely aural
preferences.

But as in radio the discovery of this
kind of audience preference is being left to
accident. This was the manner in which
block programing was "discovered" while
I was at WNEW. Why and how a sta-
tion holds its audience over a period of
several hours was analyzed only after a
phenomenal radio rating was sustained at
the station for months on end.

Television stations, profiting from
radio's experience, should block program
experimentally to determine audience
attitude and not leave so vital a question

SPONSOR

to debate and discussion.

Early television experiences of WRGB
offer to a limited degree a definite answer.
A viewer-survey made while I was at the
Schenectady station, determined that
viewers, who had been seeing television
for a number of years, wanted hour-long
or longer programs. This panel of
viewers (over 50% of those owning sets in
the area and representing various eco-
nomic levels) planned their viewing
evenings and wanted to be assured of
several hours of entertainment. This
held true for juvenile viewing as well as
for "informative" programing.

It is my opinion that if block program-
ing is scheduled without a break, it may
be more than the audience can take and
they may start shopping for other enter-
tainment. However, if the viewing audi-
ence is given a ten-minute break — an
intermission as in the theatre, between
programs, a seventh inning stretch —
block programing can be the answer to
building and holding audiences.

Judy Dupuy

President

Video Events, New York

It is entirely
possible for a TV
advertiser to have
his television show
follow another of
"similar type" and
still draw top
audiences — pro-
vided there is a
recognizable
change of theatri-
cal mood between the two.

That may sound contradictory, but it
really isn't. For example, let's suppose
that a TV advertiser who is sponsoring a
dramatic show finds a good time period
available following another dramatic
show. Suppose, too, that both shows are
roughly similar as to format, appeal, star
policy, etc. Now, would the advertiser in
question lose anything by following a
show that is basically similar to his?
Would the audience grow tired of seeing
"too much of the same thing?"
I think not.

The answer lies in one of the funda-
mental rules of good theater. When a
"curtain raiser" is presented with another
and longer play, or when two plays are
presented in the same evening, producers
have found that they get the most favor-
able audience reaction by achieving a
change of pace — by following comedy
with tragedy, or vice versa. The form of
( Please turn to page 46^

IBvar Ji>v:

In reviewing our activit\ ol the past few
months at WMIE-Miami, it is evident that
in our intense effort in our local South
Florida market we have been guilty oi
neglect in supplying you with proper in-
formation. We intend to correct this over-
sight by means of monthly letters, and
because we think we may find advertising
people with an interest in development of a
rather unusual independent station in a
competitive market, we have decided to
print out tetters as monthly advertisements
in sponsor.

W< want to bring this out right in the

beginning, because, though we've had the
magazine set up our letter in reading type,
i In- htt.r and those which will follow are
definite attempts to acquaint folks who have
the responsibility of allocating broadcast
budgets with WMIE-Miami, its personnel
and its progress.

One more point, Joe. This is frankly an
experiment. This type of presentation may
not prove to be nearly as interesting to ad-
vertising folks up North as it is to us locally,
and if this seems to be the case, we'll change
our plan to one of more conventional type
We'll need suggestions from you, and if you
can pick a word or two of advice from the
trade, we'll appreciate that, too.

The story of WMIE-Miami is an interest-
ing one, we think, but we haven't tried to
tell it before, because we just couldn't de-
cide how best to do it. Frankly, we can't
see how the average broadcasting station
trade paper ad can be too interesting, or of
much value to time-buyers. There are
some very notable exceptions, of course, but
the usual ad just doesn't say much in the
way of tangible evi-
dence of a station's
worth. Some ad-
vertising stations
are so well known,
though, that re-
L^P j^, ^B minder copy is

■■I

probably all that is
necessary . . . rather
like the difference
between announce-
ments broadcast
effectively for well
established prod-
klinger ucts.andgi odselling

copy plus a good air

salesman to properly promote products less

thoroughly established.

We have a local success story we like to
tell about WMIE-Miami that demonstrates
this effectively. There's a small, compara-
tively new men's stoic in Miami, not too
favorably located, which had become con-
vinced that radio broadcasting just wouldn't
produce for its business. The store. Peter
Kent, had used an ambitious schedule of an-
nouncements on a network outlet here, and
to put it in president Sam [Ginger's words,
"nothing happened."

Our salesman. Dave O'Shea, convinced
him that it was just the type radio that was
wrong in his case, not the medium, with the
result that he bought a reconstructed

SHEETZ

American League ball game on WMIE as a
one time test We had Bill Sheet/, do
commercials as well as the game, and as-
signed Art ( ireen to do other sales chores.
too. Green, as you
know, was one of
New York's leading
air merchandisers.
To us, the results
were most gratify-
ing, but to the
client, they were
phenomenal. The
game was played at
night and the next
morning found
fourteen or fifteen
customers waiting
forthedoorstoopen.
Sheetz and O'Shea
took a photographer down at about 10:30
AM. found the sales clerks unable to wait on
the trade and both were pressed into service
themselves. By 2 :3T or 3 :00 that afternoon.
Peter Kent was sold out of a healthy stock
of advertised items (jackets, suits and sports
shirts), and had moved a large volume in
non-advertised items.

Now, though we risk making a good story
sound incredible, the Peter Kent report
doesn't end here. The store is owned and
operated by two aggressive fellows who
couldn't wait for shipment from ordinary
supply sources. Within two days, they
bought up the stock of a less successful
men's store (non-WMIE advertiser. Joe)
moved it to their own shelves, bought a few
more American League games including two
games broadcast at once on a Sunday after-
noon, and listen Joe — they sold out again!

We're sending you a signed statement
from the Peter Kent folks, Joe, because we
think Forjoe & Company may wish to show
it to a few people with an interest in spot
coverage. However, this story isn't pri-
marily a testimonial to the effect of WMIE-
Miami. It proves, instead, that broadcast
advertising, bought carefully, will pay off
like no other medium can. Of course, we
have an obvious advantage at WMIE
Miami in that we have found it necessary to
provide ourselves with the same type pro-
fessional folks as networks have on hand in
New York, Hollywoi d, etc When working
i< a an advertiser on local or spot campai
we are thus able to emulate the -ervice
rendered to network clients by network
offices. This type of operation is expensive,
but then we can afford it. because we retain
so much greater a proportion of each dollar
spent with us than do network affiliates of
network revenue.

Hope this will prove of interest to you.
Joe Drop us a line of suggestion at your
convenience

Cordially.

P.S. Should add that Peter Kent now spon-
sors Bill Sheetz' nightly sports review at
6:30 I'M on WMIE-Miami.

3 JANUARY 1949

entertainment is the same (they're both
plays) but the "mood" has been modified
until it is in counterpoint with the play
that preceded it. To give an example of
that, let's look at The Telephone and The
Medium, or the Old Vic's Critic and
Oedipus.

In television, it would necessitate the
producers of both shows getting together
in some manner and scheduling the
dramatic works they are going to present
so that comedy will not follow comedy,
but will be counterpointed by heavy
drama or melodrama. This will avoid the

problem of one producer trying to top
another's show.

This can not, of course, be carried out
indefinitely throughout an evening. There
is a much higher fatigue factor in tele-
vision than in radio, where "block pro-
graming" has had its biggest success. But
within the reasonable limit of two or per-
haps three shows back-to-back it should
work successfully in attracting and hold-
ing a television audience.

Armina Marshall

Executive Producer

The Theatre Guild, New York

CONFUSION PLUS

(Continued from page 35)

interstate application.

This applies as well to the state cen-
sorship of movies. Today, seven states
have state censorship boards, and at
least 80 cities maintain local boards.
Their jurisdiction lies in the showing, not
the transportation of films. Since all
concerned with the showing of sponsored
TV program films today have gone to
great lengths to see that the films are
"suitable to be shown in the living room
of American homes" the problem is not
likely to arise. However, advertisers and
broadcasters alike will have to keep in
mind the regulations of the National
Board of Review, as well as local regula-
tions that are often more stringent.
Otherwise, the local censor may have a
legitimate complaint, since reception of
TV programs on home sets is considered
by most legal authorities to be a "public
exhibition."

One of the factors which complicates
the showing of TV films is that they are
seldom reviewed by telecasters in ad-
vance, and are shown "cold" to viewers.
This sometimes produces odd results.
Some years ago, KTLA telecast a film
about good posture. It was an interest'
ing short-subject film, approved by the
American Medical Association. One of
the scenes showed a young lady in a
nightgown climbing into bed. Several
viewers, who had tuned in late, caught
the scene without any explanatory pro-
logue and promptly called the TV station,
newspapers, etc., etc., to complain about
the "bedroom scene" their kiddies had
been exposed to. Everything was settled
peacefully, but not until there had been a
few nervous moments on the part of the
station management. This example well
serves as a lesson to sponsors of TV films
who may be including material in their
programs which can be partially mis-
interpreted.

Any other question of "good taste"
in TV programing, whether in programs
or announcements, live or film, network or
local should be decided basically by
Section 326 of the FCC regulations.
This ruling states: "No person shall utter
any obscene, indecent, or profane lan-
guage by radio communications." Broad-
t.isters have accepted the word "radio"
as applying to TV as well.

Apart from the legal problems that
arise out of the actual transmission of
TV scannings, there are many behind-'
tin scenes pitfalls for the advertiser in
the preparation of TV programs. The
l Please turn to page 50)

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HO STANDS OUT

■fa

FH0HT OF YOUR STC

The patient, painted cigar-store Indian did a good job
of bringing the people in, of distinguishing one store
from all others. .. until everybody had a wooden
Indian. Then somebody had to create some new
characters to attract the customers.

It's like that in radio today. Everybody knows the
job radio can do in calling the customers in. But
who stands out "in front of your store" is still very
important. It's got to be the right show.

That's why so many of the country's biggest and
smartest advertisers are turning to CBS Package

Programs. They've found it pays to have shows like
Suspense, My Friend Irma, or Arthur Godfrey out
there in front.

There are 21 sponsored CBS Package Shows on the
air today— the largest operation of its kind in all radio.
But it doesn't stop there. Right now, in work or on the
air, are other shows, ranging the whole field of pro-
gramming. Among them, very likely, is the show to
stand in front of your store, and call the customers in.
(For instance, have you heard Life with
Luigi? Or My Favorite Husband ',?)

CONFUSION PLUS

{Continued from page 46)

biggest headache here is in the question
of TV performing rights.

These rights break down in several
important categories:

(1) Dramatic and dramatico-musical
works (such as plays, operettas, grand
opera).

(2) Musical compositions performed in
a nondramatic fashion (single numbers,
solos, background music for live and
film programs, etc. — everything from
Beethoven to blues.)

(3) Nondramatic literary works (novels,

short stories, etc.) that have to be
adapted for the visual medium.

Most of the important works in these
fields are covered by one form or another
of the copyright law, either under statu-
tory copyright or under common-law
copyright. Even material that is believed
to be in the public domain must be ex-
amined, as frequently a TV performance
can be done only with the permission of
those who control the TV rights (example:
a copyrighted musical arrangement of
some old public domain tune, like Swanee
River).

Not always is the right to perform a
dramatic work, or scan a film, a clear-cut

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thing. Until a few years ago, nobody
cared very much about writing a clause
covering TV rights into contracts. There
was little reason to do so. But today,
with program producers scrambling
around for material, there is often a
merry-go-round between writers, rep-
resentatives, agents, producers, actors,
union, etc., to get clearance on rights
before an advertiser can feel safe in
giving a TV performance. It is a tedious
but a iH(.css;ir\ ta^k. The advertiser who
merely takes somebody's word that he
has the performing rights for TV is
taking a big chance. It makes no differ-
ence if the person dealt with sincerely
believes he actually is the sole holder of
such rights.

Such a case occurred recently when
Philco premiered The Philco Television
Playhouse on NBC-TV. In clearing the
rights to perform George S. Kaufman's
and Edna Ferber's Dinner at Eight,
Kaufman assured NBC and Philco that
he had all the TV rights. He even had a
contract to prove it. Philco went ahead
with plans to telecast the play on a live
basis on NBC's Eastern TV Network.
Other stations were to carry the show via
film recordings where there was no net-
work service. When the arrangements
with Kaufman were made, Philco felt
that it was all set for the premiere.

A few hours before the telecast, a call
came in from Metro-Goldwyn-Mayer,
who had made a memorable film of the
play years ago. It seemed that Metro had
a contract with Kaufman for the film
which stated somewhere in the fine print
that any subsequent use of Dinner at
Eight on film could only be done with
Metro's approval. Metro's approval,
added Metro, would cost $750.00. Kauf-
man's rights covered television, but only
live television.

Philco and NBC were staring a prece-
dent squarely in the face. If film record-
ing, which the TV industry carefully
avoids calling "motion pictures " were to
be considered sound movies, any number
of similar situations might develop. Some
of them might even call for retroactive
payments, and possibly increased union
scales if the word got around. Philco and
NBC", despite the fact that they were
anxious to get wider coverage for the
premiere oi the new Philco show, decided
the whole thing was as risky as a home-
made stepladder. The show went on the
air live only. When Philco uses film
i i.iiim i iptionv hi rcaftei . the\ v\ ill i heck
with anj motion picture company in-
volved

Siikc then is no organization which
Please turn to page 55)

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3 JANUARY 1949

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SPONSOR PRODUCT PROGRAM TIME OFFER TERMS OUTLET

ARMOUR & CO

Chiffon
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Hint Hunt

MTWTF
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Various merchandise prizes awarded
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Send favorite household hint and Chiffon box-
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CBS

CARTER PRODUCTS, INC

Arrid

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Sunday

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Total $50,000 in prizes. (1) Grand
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MTWTF
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Various merchandise prizes; also

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Send list of 5 musical questions to program,

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Listeners called, identify "Cinderella" from
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Monday
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Weekly prizes of $50, $25 and five $5
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Complete last line of limericks shown during
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WPIX,
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Saturday
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Miniature Pet Milk can charm for

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Send Pet Milk wrapper with name and address

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NBC

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NBC

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Friday

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Three viewers called each week. Mnst identify

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for 1 SO Drive to program

WABD,
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PROCTER & GAMBLE

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Saturday

8:30-9 pm

"Papa & Mama Hush" stockpile of

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Three listeners called weekly try to identify
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iiiirrr. Mental Health Di with/
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NBC

PRUDENTIAL INSURANCE
CO

Insurance

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MTWTF

11:30-11:45 am

Occasional offer of booklet

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NBC

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Willys "Jeep" Station Wagon, RCA
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CONFUSION PLUS

(Continued from page 50)

holds any large group of literary per-
forming rights, these rights must be
cleared in every case with the authors,
agents, publishers, or heirs who are con-
cerned.

Music rights are usually divided into
two classes: recording, and performing.
Recording rights are nearly always
cleared with the Music Publishers Pro-
tective Association, especially where the
recording is going to be the sound track
on a film. Performing rights have to be
cleared with ASCAP (American Society
of Composers, Authors and Publishers)
or with BMI (Broadcast Music, Inc.)
This isn't always easy. At least 85 per
cent of the ASCAP music is tied in, as far
as its use in films is concerned, with con-
tracts that forbid its use generally in
films outside of theaters. This may stop
the use of ASCAP music in TV since
contracts ran out on 1 January 1949,
prohibiting the showing of sponsored
films and announcements that contain
ASCAP music. Also, both ASCAP and
BMI make a distinction between "grand"
and "small" rights in music. A "grand"
right usually means staging a number
with appropriate costumes, and "small"
rights mean any other performance.
"Grand" rights cost more. BMI con-
siders that anything short of music
"furthering a plot, or telling a story"
is a "small" right. ASCAP thinks differ-
ently, and generally believes that any
sort of costuming or production given to
a number is a "grand" right, including
often its use as background music in
otherwise-silent films.

The question of music rights in films
brings up another vitally important set of
rights, talent rights. Sponsors using live
programing are usually quite safe in rely-
ing on agencies and producers in the sign-
ing of current TV talent contracts with
actors, singers, writers, etc. But, spon-
sors using film programing, particularly
Hollywood products that are several
years old, are often playing with legal
dynamite.

Since 1937, most Hollywood contracts
have included a clause which states that
the TV rights to the artist's work on film
rest with the producing company. Con-
tracts that do not have this clause are the
ones that can cause trouble. Recently,
Paramount Pictures' Los Angeles station,
KTLA, found itself smack in the middle
of such a case. Blanche Mehaffey Collins,
a featured player in a 1931 thriller called
Mystery Trouper, marched into court with
a $100,000 suit when the film was tele-

vised. She stated first of all that her
original contract had pretty clearly drawn
the line on where the film was to be shown
in theaters) and that no mention was
made of TV showings. When she made
the picture, Miss Collins said, she hadn't
been paid for any subsequent use in tele-
vision. In addition, she claimed that
since old films often televise poorly her
facial image was "distorted." For that
too, she wanted payment.

As sponsor goes to press, the Collins
case is still up in the air. The effect on
the TV industry, however, has been wide.
Some advertisers have become leery about
using any kind of films, even when the
TV rights are clear-cut and rest with the

producer or the broadcaster. The safest
approach for a TV advertiser using film
shorts, or any other film fare is to invest i
gate thoroughly when he buys. It does
not mean that he has to swear off films
entirely.

Even the sponsor of live program
with his talent safely covered by TV con-
tracts, has a problem which is a second-
cousin to the Collins case. Many sports
programs (such as the Gillette TV fight
cards, Chesterfield ball games, various
special events, etc.) sometimes swing their
TV cameras around to catch the excited
reaction of the crowd. Variety shows
(such as Texaco Star Theater and Phil
Silvers Show, etc.) will include shots of the

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audience applauding an act. From a pro-
graming standpoint, it's good TV. From
a legal standpoint, it can sometimes be
bad business.

It centers primarily on the question of
"Right of Privacy," first formulated by
the late Justice Brandeis in 1890. The
Right of Privacy can be a nebulous thing
at times, and there are many interpreta-
tions of it. It is upheld as common law in
16 states, upheld by statute in three, "on-
the-fence" in four, denied completely in
two, and "indefinite" in the remaining.
It applies to TV in much the same way
that it applies to motion pictures (news-
reels), and the governing laws are the
same.

In general, when an event is considered
to be of "public importance" the balance
of the law is in the favor of the "public's
interest" (i.e. the TV viewers') as regards
the privacy of the spectators. Minus the
legal terminology that means that spec-
tators, even movie stars who may have
ironclad TV-appearance rights in their
contracts, have a lot less legal privacy
coming to them in box seats at Madison
Square Garden than they are entitled to
at home.

O.K. So spectators at public events
don't have privacy. What then is the
problem?

The law has two loopholes. First, the
"waiver by conduct" (where you are and
what you're doing) does not apply in
every state. It is not recognized in all
cases in New York, Virginia and Utah.

The other "out" concerns the extent to
which a spectator becomes part of the
production of a TV show. The courts
have established that a person seen on the
newsreel screens in a crowd scene (long
shot) has no court case against the movie-
makers. However, if the camera — in this
case the TV camera at a public event —
singles out an individual in the crowd and
proceeds to make that person part of the
show by showing a series of reactions to
the event, a signed release is necessary.
Otherwise, the sponsor may wind up on
the wrong end of a law suit. This applies
particularly to unscheduled ad-lib inter-
views at public events where nobody
bothered to have a release form handy.
The damages that can be collected are
sizeable. The record substantiates this.

There are other legal problems that
I, u e the TV advertiser. Until the situa-
tion with the musicians' union is straight-
ened out, many Hollywood-made films
with musical soundtracks cannot be
shown in TV. Each film has to be checked
carefully, and the word of the producer
or the film distributor is often not enough.

Advertisers whose TV programs are

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Each case is a problem, and must be met
with careful attention to the facts. The
courts of the land, when dealing with
radio and TV problems, have of late been
"granting relief" where it seems most
warranted, even if the facts of the case
can't fit any standard legal pattern.

If there is such a thing as a legal "rule
of thumb" for a TV sponsor, it should be
this: "Investigate before, not after, the
fact." * * *

fi e Swing iT^WinJCans^^

PETER PAUL

(Continued from page 25)
The Coast stations put on a newscast . . .
run it awhile . . . and yank it off, or move
it elsewhere. We prefer to buy audiences,
and to do it we buy news shows that have
built such an audience. When we can't
find them, we just have to create them
ourselves, although we'd rather not have
to do it and we avoid doing it whenever
possible."

In this agency man's statement lie two
fundamental portions of Peter Paul's
radio thinking. They do not like to build
their audiences from scratch, as many a
time salesman and station rep has learned
the hard way. Wherever possible, Peter
Paul buy shows that have held down
their news slot for several years (Ex-
amples: Peter Paul newscasts on WOR,
WNBC, WHO, WGN, WBZ, WSM etc.).
When this can't be done, Peter Paul dc
what they consider to be the next best
thing and buys 1 -minute spots in front
and-back of established newscasts, feeling
that they get much the same effect since
(Please turn to page 64)

3 JANUARY 1949

Resolution

for the New Year . • •

oving to WHB in Kansas City for increased sales in
1949. WHB merchandises and advertises. WHB pro-
motes its programs, its sponsors and their products.
Resolve now to reach — and sell — the Golden Kansas
City Marketland dominated by WHB !

10,000 WATTS IN KANS4

DON DAVIS m
p^pi^ JOHN T. SCHILLING 3|

\J^ |_fUU GENfUAl MANAGE* ^

JOHN BL AIR & CC
MUTUAL NETWORK • 710 KILOCYCLES • 5,000 WATTS NIGH

^^t

There is no hocus-pocus about CBS' leadership in delivering large audiences.
Proof: 9 out of 13 programs which switched networks during the past year
won larger audiences on CBS than on any other network. Which explains why
more advertisers continue to turn to CBS to lift their sales curves.

The Columbia Broadcasting System

SUNDAY

MONDAY

o
onv

TUESDAY

WEDNESDAY

THURSDAY

-o

FRIDAY

SATURDAY

nB[ I RBI MI BBl IBS IMS HB( | BBC [BS RIBS BBC | BBC

C<^

January 1949

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